Last edition

HIP – Horeca Professional Expo 2024 closed its eighth edition meeting its record predictions, with 49,137 hospitality professionals passing through its four pavilions at IFEMA MADRID, an event that has established itself as the most important in the Horeca sector at European level and is already recognized as the nerve center of innovation in an industry that is going through a key moment in its history after the impact of the pandemic.

HIP has positioned itself as a benchmark for the sector and innovation thanks to its commitment since its first edition to offer the latest trends that are impacting or will impact the global hospitality industry. 619 exhibiting firms have presented their latest solutions in food and beverage, equipment, interior design and furniture, technology, new concepts and franchises, delivery, automated catering, safety and hygiene, for any segment of the Horeca industry: catering, accommodation, bar and cafes, distribution, collectivities, organized catering, health and social services, travel services and leisure.

In total, four pavilions full of innovation in hospitality from leading companies such as Alimentos de España, Aplus Gastromarketing, Campofrío, Casa Delfín, Coca-Cola Europacific Partners Iberia, Comas and Partners, Estrella Damm, Danone, Europastry, Fritermia, Garcimar, General Fruit, GC International Brands, Heineken, Ilunion, Kitchen Consult, Mahou San Miguel, Nespresso, Nestlé, Onnera Contract, Ordeno App, Pascual, TheFork or Unilever Food Solutions – Away from Home, among many others.

This year, Hospitality 4.0 Congress has brought together 757 international experts who have presented their success stories, new business models and trends that will mark the Horeca of the coming years. It has welcomed figures of the stature of Ferran Adrià, President of elBulliFoundation, Marc Vidal, Founder & Board Member of AllRework, Vala Afshar, Chief Digital Evangelist of Salesforce, or Roberto Canessa, survivor, doctor and inspirer; who have shared their experience and success stories.

Leading executives from the hospitality sector such as Marta Campillo, DiverXo 3* Michelin room manager, Amancio López, President of Grupo Hotusa, Ramon Aragonés, CEO of NH Hotel Group, Oriol Castro, Chef and owner of Disfrutar 3* Michelin, Sacha Michaud, co-founder of Glovo, Paco Morales, Chef and entrepreneur of Noor 3* Michelin, Alejandra Rivas, Co-founder and owner of Rocambolesc, Martina Puigvert, Chef of Les Cols 2* Michelin, Amir Kremer, CEO of Goiko, among many others, have presented the keys to boost any hospitality business in management and operations, talent and team management, new concepts such as Eatertainment, customer experience, digitization and innovation, and sustainability.

Also, in this latest edition we have added new specific forums: Nightlife, IA Horeca, Executive Chef’s Club, Bakery & Gelato and Automated Foodservice.

Following the path of innovation that has always characterized HIP, Hospitality 4.0 Congress once again hosted a forum dedicated to artificial intelligence, the metaverse, ChatGPT, payment with bitcoins and NFTs, the Emerging Technologies Summit. In addition, the Foodservice Robotics Pioneers presented the latest in robotics and automation for the Horeca sector, autonomous delivery vehicles… Also, experts in delivery and dark kitchens addressed the future of a booming segment, which is evolving towards virtual kitchens.

Yurest, Rational, ABYA, Garden Hotels, Grupo Larrumba and The Omar by Familia La Ancha are the winners of the eighth edition of the Horeca New Business Models Awards 2024, held in the context of HIP 2024.