The 196+ forum Munich, together with Hospitality Pioneers, is inviting applications for the Hospitality UPGRADE Award for start-ups. This award, aimed at companies with innovative ideas for the hospitality sector, is being presented for the tenth time. The official ceremony will take place on 7 October 2026 during the specialist conference at the Hotel Bayerischer Hof in Munich. The competition aims to support European start-ups that distinguish themselves through smart, sustainable and marketable solutions across the entire hotel value chain.
The application process is structured and comprises several phases. The initial selection will take place via a virtual preliminary round, a 'speed dating' event, on 18 and 19 August 2026. From this round, ten start-ups will be selected for the semi-final. The semi-final will be held on 9 September 2026 in Berlin, where the young companies will present themselves in person to a board of trustees. This board is made up of various experts with connections to the hotel industry. The five finalists will be announced following a networking dinner at “The Cord” on the Berlin EUREF-Campus.
In recent years, the competition platform has developed into a central forum for exchange between experts and decision-makers from the hospitality, real estate, technology, and investment sectors. The direct involvement of start-ups enables a curated exchange with mentors from the participating network. Christian Fiedler, Managing Director of Hospitality Pioneers and spokesperson for the board of trustees and the expert jury, emphasised that the award not only aims to recognise the best ideas but also builds bridges between innovators, investors, operators, and owners.
The five selected finalists will have the opportunity to present their concepts live on the main stage of the 196+ forum Munich at the Hotel Bayerischer Hof before a jury on 7 October 2026. Concepts are sought that range from the development and construction to the operation of hotels and similar accommodation establishments. Applications can be submitted until 4 August 2026.
Participation in the competition offers finalists extensive benefits that go beyond financial prizes. These include increased visibility within the industry and the opportunity for direct networking with relevant stakeholders.
- —Networking dinner as part of the board of trustees' meeting on 9 September at the EUREF-Campus.
- —Invitation to the PKF hospitality group's Expo Real dinner on 6 October in Munich.
- —Full-day ticket for the 196+ forum Munich, including exhibition space and participation in the gala evening.
- —Increased visibility across the organisers' communication channels.
The winner of the Hospitality UPGRADE Award receives not only the award itself but also free participation in the 196+ forum Munich 2027, including the gala and a stand, as well as a one-year free membership in the 'Arbeitskreis Hotelimmobilien' (Working Group Hotel Real Estate), which includes participation in its networking dinners and accompanying programmes.
