The hotelier's most precious asset is a full room, but for that to happen there are more and more variables combined, making what we know today as success, something much more complex and multifaceted. HIP – Horeca Profesional Expo will focus on how to achieve this, from February 19 to 21 at IFEMA Madrid. The main meeting point for the entire sector that addresses the 360 degrees over which its competitiveness extends.
The recipe is found in new places. To begin with, because the borders of hospitality go beyond the first and the second. They appeal to more than just a good product, price or service. A horizon filled with global challenges to respond to. From inflation, which reduces strategic margins, to talent, which is especially elusive – turnover reaches 63.7%, according to 2023 data.
How to guarantee a real conciliation? Is it possible to grow and not die trying? Can digitalization and AI be more than a lifesaver when bills don't work out and increase the turnover of hospitality businesses? The truth is that there are more and more businesses that, thanks to new technologies and their applications in the industry, go further in the hyperpersonalization of the customer experience or improve the efficiency of their processes, as HIP wants to highlight. throughout its three days.
HIP 2024 is presented as the stage where the most innovative concepts that are setting the standard for current hospitality will be revealed. The place where professionals will talk about what worries them, observe or need to fill their rooms day after day and continue to be that backbone sector of our economy. A place to learn more about the management of establishments, talent (to retain and attract it) or digitalization that triggers reservations and performs, for example, predictive analysis.
The goal is the same: to provide a complete and different sensation to the consumer. But, as the client has done, the rules have changed. Today we talk about 'eatertainment', a trend that combines gastronomy and entertainment (in the broadest sense of the word). The sector, as we will see in HIP 2024, thus coins terms in accordance with a new demand, such as 'mercaurante', a combination of markets or supermarkets and restaurants.
The event will bring together more than 45,000 professionals, and that includes a very wide spectrum of profiles, from businessmen, room managers, operations, F
Under the motto 'Higher Power', at HIP 2024 it is the Horeca channel itself that will analyze this experiential transformation and draw up the roadmap that will guide the industry in the following years, making known the strategies, concepts, solutions and products that improve competitiveness. of their businesses. In fact, this 360 empowerment is what differentiates HIP from other related appointments, with room for resource optimization, reorganization of items depending on the level of spending or strategy planning.
One idea prevails: controlling costs and setting prices is no longer enough to run a restaurant. Therefore, visiting the event is revealed as a discharge of energy that connects the professional with a new hospitality industry that is more technological, creative, experiential, sustainable and efficient in its management and processes. Although it will not yet be from 'today to tomorrow': according to industry data, only 15.9% of Horeca establishments are highly digitalized and 32.41% are on the way to being so.
On this path to differentiation, digital marketing plays a more than relevant role, becoming a strategic ally for the hospitality industry. In fact, social networks are currently the main scenario in which hospitality establishments and concepts are made known, to the point that, according to Meta studies, 8 out of 10 people follow at least one restaurant company, and Food and drink are the third topic of interest among users.
It is no coincidence that HIP organizes the Digital Agenda forum
As for the exhibition area, more than 650 exhibiting companies will present more than 4,500 innovations on food and beverages, equipment, interior design, furniture, household goods, packaging, technology, new concepts, safety, hygiene, and socio-health for any segment of the industry: hotel and other categories of accommodation, catering, automated catering, bar, cafeteria, delivery and take away, community, and leisure.
Among the protagonists who will attend HIP are Foods from Spain, Campofrío, Casa Delfín, CaixaBank, Coca Cola, Comas
Also generating a lot of expectation are the forums in which leaders from well-known brands such as Grupo La Mafia Se Sienta A La Mesa, Goiko, UDON, Vienna, Salvaje, Faborit, Burger King, McDonald's, Grosso Napletano, Only You Hotels, Meliá Hotels International will participate. , UMusic Hotels, or Palladium Hotel Group.
Of course, HIP24 will also be a universe through which great stars of the sector will parade, such as Ferran Adrià, president of elBulliFoundation; Amancio López, president of the Hotusa Group; Oriol Castro, chef and owner of Enjoy; Sacha Michaud, Co-founder of Glovo; Paco Morales, chef and owner of Noor; Marta Campillo, DiverXO room manager; Toño Pérez, chef at Atrio and Alejandra Rivas, co-founder and owner of Rocambolesc.
