Apply for the Hospitality UPGRADE Award 2026

The Hospitality UPGRADE Award is celebrating its anniversary. For the 10th time, start-ups with outstanding solutions for the hospitality industry will be honored at the Hotel Bayerischer Hof in Munich. The award ceremony will take place as part of the 196+ forum Munich. 

Application Deadline August 4, 2026

Send your pitch deck by August 4, 2026, to: christian.fiedler@hospitalitypioneers.de

Preliminary Round

Once your application documents are complete, you will be invited to a Speed Dating session on August 18 or 19, 2026. During this stage, a distinguished advisory board will select the Top 10 start-ups to advance to the semi-final. 

Semi-Final

On September 9, 2026, you will present your solution to an expert advisory board at the EUREF Campus in Berlin. The five best pitches will secure a place in the grand final on October 7, 2026, at the Hotel Bayerischer Hof in Munich.

Final

On October 7, 2026, you will pitch at the 196+ forum Munich in front of international decision-makers from the hospitality industry on the stage of the Hotel Bayerischer Hof.

What Finalists Receive 

• An invitation to the PKF Hospitality Group Expo Real Dinner at Seehaus Munich on October 6.
• A full-day ticket to the 196+ forum Munich, including exhibition space in the exhibitor area.
• Participation in the gala evening on October 7. 

What the Winner Receives

• The Hospitality UPGRADE Award trophy.
• Free participation in the 196+ forum Munich 2027, including gala evening and exhibition space.
• A one-year complimentary membership in the Working Group for Hotel Real Estate (AK Hotelimmobilien), including access to networking dinners and supporting programs at the group's four annual meetings

Event Details

Date: October 7, 2026
Time: 09:30 AM – 11:00 PM
Organizer: Hospitality Pioneers and 196+ forum Munich
Location: Hotel Bayerischer Hof
Category: Conference / Future of Hospitality

Call for Applications

If you're looking for visibility, access to strong industry networks, and a real opportunity to make an impact in hospitality, apply now.