HIP 2026
The leading Horeca innovation event
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Include HIP in your marketing plan and boost sales
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16-18 February 2026 - IFEMA Madrid | 10:00 - 19:00 h
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Congress
Hospitality 4.0, the world largest congress on trends and new concepts
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Networking, business opportunities and quality leads
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We reward the most innovative hospitality companies
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16 -18 February 2026 IFEMA - Madrid
The Hospitality 4.0 Congress will analyze the new trends and challenges presented by the current context with a special focus on business management, costs and talent.
Hospitality 4.0 Congress is the largest congress on innovation and new Horeca concepts, where more than 600 international experts will present the trends that will impact the sector. In this sense, more than 30 summits will be organized on different segments (Delivery, New Food Trends, Emerging Technologies, Supply Chain, Design & Experience, Safe Horeca, Law, among others) spread over 9 auditoriums in parallel, which will analyze the new business models and consumption habits that have emerged after the pandemic, and will continue to emphasize the contribution of technology, the added value of respect for the environment, or the current economic challenges such as rising costs in raw materials or energy.
Erika Silva is a consultant for gastronomic companies since 2010 and founder of the only online school 100% specialized in Gastronomic Marketing in the world.
She has worked as a consultant specialized in gastronomic marketing for Coca Cola, Sodexo, Bfun and Amore Group in LATAM, among others.
She is an international speaker where she has taken her marketing and innovation conferences to more than 21 countries.
Mayte Ballesteros has more than 15 years of experience in the Horeca sector with responsibilities in the areas of Purchasing, R&D and Quality, 6 of them in charge of Purchasing Management at The Eat Out Group. She currently combines her professional work as a consultant specializing in the design and implementation of purchasing strategies for the Horeca channel with her role as Project Director at HIP | Horeca Professional Expo. The responsibilities developed in the areas described above define her multidisciplinary profile and allow her to provide a global and transversal vision of the business. This vision is key both for the definition of purchasing strategies and for their application, in this case, in an event such as HIP, which combines the conditions of fair and congress and in which his role is to maximize the fulfillment of the visitor’s expectations regarding their interests.
Gastrouni, the project of Óscar Carrión, was born more than 10 years ago within the training framework of the postgraduate courses at the University of Alicante. With a teaching team of more than 50 active professionals in the sector and university faculty, one of its main winning cards is the practical nature of classroom, online and incompany training offered for the HORECA sector, applicable and compatible 100% with the restaurant business.
Eva Hausmann, CEO of Hausmann Gastronomic, is a chef, food stylist, expert in product and content development, recipe development and advice on gastronomic trends for the food industry, Horeca and retail. Promoter of the SSF (Healthy – Sustainable – Happy) philosophy, she is a member of Horeca Speakers and Barra de Ideas.
Trained in cooking and pastry at the prestigious Hofmann School of Hotel and Catering in Barcelona.
Eva also develops an important training work for different companies and individuals, as well as she has worked as gastronomic director of various spaces, designing and coordinating catering for events. She is a regular speaker at events of all kinds related to the sector.
As a gastronomic content manager for prestigious companies, Eva Hausmann has deployed her full potential as a gastro stylist, understanding and transmitting perfectly the importance of image for Horeca in today’s interconnected world of Social Networks.
Manel Morillo, co-founder of Con Gusto Consulting and host at Hospitality 4.0 Congress of the Delivery & Food On Demand sessions at the most important HORECA event of the year. For Manel, HIP “is the largest event on innovation and trends in the sector in Europe and now a global reference.
“Con Gusto Consulting is the HORECA consulting project of Manel Morillo and Sònia Soldevila. Very oriented to the professionalization and expansion of restaurant groups, it creates new concepts and brands, helps investors, leads digitalization processes and drives hotels and restaurants to improve their management. With an extensive background in casual and street food “We boost the hotel and restaurant business of our clients. What we like most is to see the improvement of the skills and results of the managers and owners we coach,” explains Morillo. Con Gusto Consulting prepares financial plans, negotiations, marketing plans to boost restaurants and has extensive expertise in team management and budget management. In recent years Con Gusto Consulting has been involved in various delivery projects, virtual brands and is one of the leading experts in the development of the dark kitchen business in our country”.
Specialist in entrepreneurship and design of new products, services and business models for the gastronomic sector. Experienced in the application of User-Centered Design/Design Thinking methodologies in innovation processes, and certified by IDEO U in this field. He has coordinated the process of conceptualization, design and implementation of LABe Digital Gastronomy Lab, the laboratory of Basque Culinary Center for experimentation, development and testing in real context of new technological solutions that drive the digital transformation of gastronomy. He currently leads the Innovation area in LABe Digital Gastronomy Lab. Jose has a degree in Gastronomy from the Basque Culinary Center, with a focus on Innovation, Business and Entrepreneurship.
Almost 20 years of experience in expansion and strategic development of retail and hospitality companies, advising on the different concepts of their best development and growth model to establish the best strategy for your business. In addition to carrying out the development of the same with continuous monitoring and adaptation to market circumstances at all times. This includes, demographic and property analysis, isochronomas of influence, analysis, feasibility studies, evaluation and market reports, as well as search reports, developments and operating accounts to make the best decisions at all times.
Driving relationships and actions with different departments of the organization to coordinate and stimulate all its sales activities with respect to commercial points in order to reach maximum results, EBIT and goals, within corporate and local policies. Ensuring consistency in the consumer experience, whether in the department stores or across all the businesses I have worked. Reporting directly to the company presidents, defining the commercial strategies to be followed, driving all retail and hospitality channels, defining and executing established policies and procedures, as well as marketing plans and retail and hospitality developments.
Bruno Hallé will also host the Hotel Trends Summit, a day in which we will discuss the current situation, and all the factors that make it ideal for the reinvention of destinations, multi-brand transformations, specialization, strategic alliances and growth plans with socialization and personalization of experiences as the next big change.
The new strategy for marketing, pricing and revenue with technological tools, and for social media platforms for guests will also be part of this knowledge exchange program. And finally, the challenges for the future such as vulnerability to economic conditions flows, or external events such as cyber-attacks and food safety; the demand for authenticity, personalization and functionality in travel experiences; products outside the traditional offerings such as re-imagined spaces or personalized meals; and the impact of technologies that consumers are willing to adopt and will generate real value. Artificial Intelligence, Predictive Analytics, the use of Blockchain, cybersecurity or ‘chatbots’ are the most disruptive technology incorporations that drive a leap to the “smart enterprise” in the technological race among hotel chains to digitize processes, services and customer relationship, and will also be part of the contents of this day.
Initial training in hospitality and tourism in the field of hotel management. MBA in international hotel and tourism management at Cornell – Essec, Paris. He developed his career in management positions at Barceló Hotels and Hyatt International and in several consulting firms. Co-founding partner of Magma Hospitality Consulting and since March 2019 Partner Co-head Hospitality Spain at Cushman&Wakefield.
Francisco Javier Martín Romo, hospitality industry professional with more than fifteen years of experience in the sector. He has a degree in Law from the University of Salamanca, an MBA from ENyD, and postgraduate courses in innovation at Cornell University and automation at the LSE. He also has a broad international profile having worked in places as diverse as Italy, United Kingdom, United Arab Emirates, Oman and Vietnam.
Alfredo is a partner at Cremades & Clavo-Sotelo, where he works as a lawyer and Coordinator of the Public Law Department. His practice is focused on Administrative Law (public procurement, infrastructure, transport, water) and New Technologies Law (telecommunications, eCommerce, audiovisual, data protection). Since 2000 he regularly advises national and foreign companies in the areas described above. He is Secretary General of the European Association of Law and Gastronomy, based in Madrid. He is also a professor and lecturer in several postgraduate programs on audiovisual law, e-commerce and telecommunications.
Founder of TOB (Thinking Outside the Bottle), a strategic marketing consultancy in gastronomy. His professional experience has always been linked to food and beverage multinationals, creating departments from scratch: trade marketing, innovation and intrapreneurship departments for more disruptive approaches.
For several years he has been an associate professor at the Basque Culinary Center, at Deusto Business School and at the Burgundy School of Business (Dijon, France).
Researcher of the digital and technological transformation process in restaurants. Professor at the Basque Culinary Center and other universities and institutions. Director of the digital newspaper DiegoCoquillat.com and the Diego Coquillat School. Creator of The Best Digital Restaurants awards.
With a degree in Journalism from the Complutense University of Madrid, Vanessa Valverde has spent a large part of her professional career in the field of economic information on health and dependency care. A member of the editorial team of Alimarket Sanidad y Dependencia since its inception in 2003, Vanessa Valverde takes over the management of the health and social headline of Alimarket Publications in October 2018.
Business management specialist, trainer and speaker with more than 25 years of experience in the hospitality industry. In 2011 he founded Gesho consulting de Hostelería, addressing the creation of more than 70 hospitality projects in Valencia, Madrid and Barcelona. He combines this activity as a trainer and speaker, giving from hospitality management modules to lectures on business entrepreneurship for Parque Tecnológico de Valencia and Escuela de Hostelería y Turismo de Castellón and Cámara de Comercio de Valencia.
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