HIP-LogoThe Hospitality Innovation Planet (HIP) has become the annual summit for the hospitality and catering sector in Spain, and the innovations and trends that will transform the Horeca sector in coming years will be presented from February 19-21 at IFEMA.

Major hotel and restaurant representatives are working hand in hand to make Madrid the capital city of hotel innovation and restaurant business, with the support of more than 40 business organizations. The Hospitality 4.0 Congress presents its official program with more than 50 sessions and 170 speakers, which includes Jose Andres, Michael Whiteman, Kike Sarasola, and Joan Roca, among others.

NEBEXT and IFEMA will officially present the Hospitality Innovation Planet (HIP) – the trade fair for the hospitality and catering industries to be held from February 19-21 at IFEMA, where more than 180 exhibitors will introduce the latest innovations and trends that will promote the sector’s development in the coming years to more than 12,000 professionals.

“Before proposing this appointment to the industry, we had been discussing for months the challenges the hotel and catering industry in Spain had to face in order to improve its competitiveness and customer experience in its establishments,” said Manuel Bueno, Director of HIP. “This has led to organizing a professional fair divided into three main areas: Bar&Co., Restaurant Trends, and Hotel World. The congress, as well as various interactive areas, provides a specific program for each professional. This is the engine which is completely mobilizing a sector that accounts for more than 11 per cent of GDP in Spain.”

Eduardo Lopez-Puertas, Director General of IFEMA, said that “incorporating HIP to IFEMA’s schedule represents a valuable contribution to a sector of particular weight in Spain”. “It is the hospitality and restaurant industry, and a contribution to strengthen their position by means of innovation and professionalism. We are confident that Madrid will also profit from this great opportunity to become the European Capital of Horeca Innovation.”

With the vision to join forces into a single appointment that turns Madrid into the European capital of the Horeca sector, Marcas de Restauración has decided to hold the next editions of its annual meeting, ‘Restaurant Trends’, within the framework of HIP, where those responsible for the largest restaurant chains and other sectoral organizations will exchange views on key industry trends.

HIP also has the support of the hotel and restaurant sector leaders,including the Federation of Hoteliers of Mallorca, the Spanish Federation of Hotels and Restaurants, the Hotel Association of Barcelona, and the Association of Hoteliers of Madrid, as well as more than 40 business organizations. It is expected that more than 12,000 executives, hoteliers, and catering specialists gather for the three-day fair.

More than 180 companies will be represented at the event, including companies such as Booking.com, Campofrio, Coca-Cola, Coperama, El Tenedor, Europastry, Fagor, Just Eat, Mahou San Miguel, Calidad Pascual, Schweppes, Summa, Unilever Food Solutions, Oms y Viñas, Gallina Blanca, Grupo Norteños, Rational Production, Resol, Diageo, Winterhalter and Zennio, which will be presenting their products and solutions to hotel and catering professionals at the fair. There will be 170 international speakers in more than 50 conferences over the three days.