The search is on for the most innovative business ideas in the hospitality industry.
In cooperation with Hospitality Pioneers, the 196+ forum Munich is announcing the ninth edition of the Hospitality UPGRADE Award for start-ups.
The award will be presented on October 8 as part of the renowned industry conference at the Hotel Bayerischer Hof.
More visibility, more exchange, more opportunities
In 2025, the competition is stepping up its game with enhanced presentation opportunities for applicants and an exciting new highlight: For the first time, up to 10 selected start-ups will be invited to take part in the exclusive curators' meeting with a networking dinner in early September on the EUREF-Campus in Berlin.
Over the past years, this platform has become an intensive forum for exchanging innovative ideas in the hospitality sector – with leading experts and decision makers from hospitality, real estate, tech, and finance. Involving the start-ups in this dialogue in 2025 raises the bar and fosters direct, curated exchange with mentors from the network.
Apply now
The competition is looking for European start-ups offering smart, sustainable, and market-ready solutions across the entire hotel value chain – from development and construction to hotel and accommodation operations. The application deadline is August 4. Applications can be submitted at:
https://hospitalitypioneers.de/programm/verleihung-des-hospitality-upgrade-award-2025
Christian Fiedler, Managing Director of Hospitality Pioneers and spokesperson for both the curators and expert jury, says: “The hospitality industry thrives on passion, transformation, and bold ideas. The UPGRADE Award showcases exactly these qualities – it brings innovation to life and offers young visionaries a real chance to shape the future of our industry. We are especially excited to have Mews on board – a true thought leader – as a partner supporting this award and sending a strong signal for the innovative power of our sector.”
How it works:
Following an initial pre-selection via virtual pitch sessions on August 12 and 13, a panel of curators will select five finalists on September 10. These finalists will pitch live for the win on the main stage of the 196+ forum Munich on October 8, in front of a jury. As in previous years, both the curators and the jury will consist of interdisciplinary experts from various industries.
Finalists will receive:
- Invitation to the exclusive curators’ networking dinner on September 10, at the EUREF-Campus
- Invitation to the PKF hospitality group’s Expo Real Dinner at Seehaus Munich on October 7
- Full-day ticket to the 196+ forum Munich including an exhibition space and participation in the gala evening on October 8
- Visibility across all communication channels of the organizers
- Podcast features with Hospitality Pioneers
The winner will receive:
- The "Hospitality UPGRADE Award"
- Free participation in the 196+ forum Munich 2026 including gala and exhibition space
- One-year free membership in the AK (Arbeitskreis) Hotel Real Estate Association, including access all four annual meetings along with networking dinners in the DACH region
- Invitations to exclusive industry events such as the 196+ forum Vienna 2025 and a 196+ roundtable of their choice in 2026
About 196+ forum Munich
196+ forum Munich is the European conference for hospitality and real estate experts and since 2002 the annual networking fixture for professional exchange in the field of hospitality real estate. As a specialist conference, 196+ forum Munich is a highly qualified communication platform with a versatile stage program, various networking formats for the hospitality real estate industry as well as an established start-up pitch for the "Hospitality UPGRADE Award". The highlight is the "Hotel Property Award" ceremony. In 2025, 196+ forum Munich will take place on October 8, followed by "walk & talk" tours on October 9 to special hospitality-related locations in Munich's city center.
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