The European
Hotel Development


Hospitality UPGRADE Award


7 OCTOBER 2020






Gastgewerbe Magazin


The Techno Pitch will be held for the third time in 2020 as part of hotelforum on 7 October and the prize "Hospitality UPGRADE Award" will be presented by hotelforum together with Gastgewerbe Magazine and for the first time in cooperation with GNERATOR powered by GIRA on the main live stage in Munich.

We are looking for tech start-ups from the European area that use their digital solutions, tools and systems, as well as new future-orientated business models, to revolutionise and sustainably improve the following hotel sectors: 

  • processes and performance in operational hotel management, 
  • guest experience for hotel guests before, during and after their stay in the hotel, as well as 
  • processes, products and services of the property, energy and construction sectors that are relevant for hotel projects and hotel operations.

An advisory board made up of experts in the areas of hotel development and operation, specialist planners, financing, research, IT and media will nominate five start-ups among all the applications submitted which will compete with one another in the techno-pitch during the virtual hotelforum conference in front of virtual conference attendees and a limited audience on site. They will pitch their ideas to an expert jury: 4 minutes’ presentation time and 3 minutes’ Q&A by an expert jury.


Start-up initiative GNERATOR powered by GIRA

Start-up ambassador Markus Fromm-Wittenberg: "As a medium-sized company, we at Gira have developed the Gnerator (www.gnerator.com) initiative to network with innovative start-ups. Start-ups and established companies provide each other with a source of inspiration. The aim is to identify exciting start-up projects, support them with knowledge and then promote cooperation on a partnership basis at eye level. It is precisely this exchange between the established company and the innovative start-up that promotes the transformation of knowledge, culture, the new and the proven in both directions. And so parts become more! I am happy to share my knowledge with young founders, because this is how we shape the future of our country together!"


Previous start-up winners: Floating Office (2019) and HOTELSHOP.one (2018)

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