When the three organisers, Marius Gomola, Marc Werner and Maria Pütz-Willems (the "3 M's"), announced their joint plan at Expo Real Munich in October 2024, the decision had just been made. After many positive discussions with insiders, there was broad agreement on the need to focus on Europe and the desire to delve deeper into current industry topics – even beyond the classic investment conference topics.

The hotels of tomorrow can only survive through fair partnerships between owners and operators, between employees and locals, and with suppliers – all under the umbrella (and framework) of the EU, while guests are still the ultimate decision-makers who vote through their booking commitments. It defines our living environment, both business and private. In tourism, Europe is still the powerhouse of the world. Paris has been the most visited destination in the world for years – unrivalled.

Conversely, fragmented Europe, with its magnificent history and beautiful destinations, is a trigger for a great deal of capital from other regions of the world, continuing to flow into Europe’s traditional and emerging tourist destinations. At the same time, millions of Asian tourists are flocking to Europe. And it is precisely here that young companies are emerging - more digital and less established than many of their counterparts - with ambition, innovative ideas, and a hunger for capital to enable them to grow faster. 

Gustave Eiffel inaugurated the Eiffel tower in 1889, accompanied by much incomprehension, criticism, and resistance. His pioneering spirit should also be transferred to HOT and the hospitality industry to spark new impetus.This world-famous landmark is pure motivation for the HOT organisers. Their partners and participants have long been calling for more in-depth content, as well as EU topics and issues that go beyond their own horizons. The industry contacts surveyed by HOT during the discovery phase called for guardrails for their corporate strategies.