The eighth edition of HIP-Horeca Profesional Expo closes with nearly 50,000 people during the three days that the event lasted at IFEMA Madrid. From Monday the 19th to Wednesday the 21st, a total of 49,137 professionals from the sector gathered in the fair’s pavilions in search of innovative solutions and products for their businesses.
Manuel Bueno, director of HIP 2024, has expressed his satisfaction and gratitude to the visitors, highlighting the exchange of knowledge and the exploration of new technologies that will boost the growth of the sector.
One of the highlights of the event was the Hospitality 4.0 Congress, which brought together 757 international experts in Horeca innovation. During the congress, key strategies for the future of the sector were outlined, emphasizing the crucial role of Artificial Intelligence (AI) in solving challenges such as business management.
Alfonso Rodríguez, a generative AI technical trainer at Microsoft, addressed this question, highlighting how AI can analyze customer reviews on platforms like Google to improve business planning, automate processes, and optimize creativity in the kitchen. Rodríguez described Generative AI as an assistant that will eliminate low-value tasks, contributing to more efficient management.
For his part, Oriol Castro, chef and owner of the Enjoy restaurant, reflected on the potential of AI in the culinary field. Although he admitted to having experimented with AI solutions in his restaurant, Castro noted that this technology will require joint work between humans and machines to maximize its usefulness.
The meeting not only addressed technological advances, but also how to face the current challenging inflationary panorama. José Antonio Latre, Partner at EY-Parthenon, focused his presentation on this topic, ensuring that we are in the “last mile” of inflation and showing optimism regarding the prospects for companies during this year 2024.
This positive sentiment was shared by Amancio López, President of the Hotusa Group, and resonated in the interventions of various hotel experts. In his speeches, they highlighted the transformation of accommodation into investment assets and the importance of gastronomy as an engine to increase profitability. In this context, the gastronomic experience stands as a key element in the differentiation and success of hotel establishments.
But without a doubt, when we talk about hospitality, we talk about clients, who are the center of each of the businesses in this sector. This has been highlighted by Cristina García Fuente, Business Director at Kantar specialized in Foodservice and Restoration, arguing that “the figure of the consumer is key: they generate income and feedback. If we know how to manage the information they provide us, we can generate new business opportunities.”
In relation to the rate of expansion of Horeca, he pointed out that “we are recovering consumption, so we are willing to go out to enjoy what gives us an experience, which is what the consumer is giving priority to.” “According to the figures, 9 out of 10 Spaniards have visited an independent restaurant in the last year,” he adds.
The ‘game changers’ of the industry know very well about innovation, such as the pioneers of the smash Burger in Spain, Vicio, who have announced at HIP the opening of 15 new establishments next year. The delivery leaders, Glovo, have also shared at the event their business vision for the coming months, counting on a boom that will be boosted by internal talent.
In turn, CEOs of important groups such as La Mafia sits at the table or Grosso Napoletano have insisted on the creation of brand concepts in order to position themselves and grow.
One of the forums that has had the most impact has been ‘Inspiring Minds’, where leaders have shared their inspiring point of view. This has been the case of the session starring Roberto Canessa, survivor of the plane crash in the Andes in 1972, who filled a room completely dedicated to his teachings about resilience, teamwork, overcoming and taking of decisions.
On the other hand, Ferran Adrià, President of elBulliFoundation, has offered his vision of the sector, focusing on the relevance of education and quality, with a view to not losing the values ??that gastronomy transmits. “The important thing is the innovative attitude and being open to change, but with absolute quality. Sometimes it is better to offer quality than to get involved in high innovation, which is something very complex,” he stated at the summit.
Apart from reflecting on AI, Oriol Castro, from the restaurant Mejor, which at the end of last year earned its third Michelin star, and obtained second position on the prestigious list The World’s 50 Best Restaurants, in addition to being ranked number one of the same ranking at the European level, was also a speaker at this cycle of inspiring talks.
Castro has brought to the table the importance of taking care of the environment in order to guarantee continuity of local products and producers, and has highlighted the work culture, but without leaving aside the well-being of the staff.
