The GUEXT Forum will serve as the primary hub for knowledge sharing in the Hospitality sector
The space located in Hall 4 of IFEMA MADRID will host a series of conferences and round tables with industry experts from 18 to 21 October. The events will address key issues such as innovation, sustainability and the sector’s future.
The inaugural edition of GUEXT, the International Exhibition of Suppliers and Services for the Hospitality Industry, is to be held in collaboration with IFEMA MADRID and FELAC (Spanish Federation of Associations of Equipment Manufacturers for the Hospitality and Related Industries). It will feature a dedicated area for knowledge exchange. From 18 to 21 October, the GUEXT Forum will host a series of keynote speeches and roundtable discussions on topics relevant to the hospitality sector, open to professionals from across the industry.
Over the four days, GUEXT will present a comprehensive and diverse programme of conferences developed in collaboration with the Escuela de Hostelería y Turismo de Cámara de Madrid. These conferences contribute to the professionalisation of the hospitality sector by providing training for workers seeking specialisation and excellence. Specialised experts will provide their insights on the trends that are influencing the present and future of the hospitality industry. Professionals will have the opportunity to attend conferences tailored to specific segments, such as the distribution channel or the commercial refrigeration installer, as well as lectures delivered by exhibitor companies.
Presentations Programme at the GUEXT Forum
The presentations programme will start on Friday 18 October with a subject-specific block dedicated to innovation and technology. This will include discussions on robotics and automation, AI, Machine Learning and the Internet of Things (IoT). The event will conclude with a round table on digital transformation in the sector. Subsequently, the focus will shift to sustainability and social responsibility, with a conference dedicated to exploring sustainable practices and the circular economy. The Circular Hospitality Guide, promoted by FELAC in collaboration with Inèdit and with the support of the Waste Agency of Catalonia, will also be presented. It is designed to facilitate the application of eco-design, new business models and circular economy strategies in the hospitality equipment industry.
To conclude the first day, there will be several sessions focusing on the significance of customer experience. These sessions will present tools to enhance and improve customer experience, strategies for personalising services, and an analysis of the evolving expectations and demands of consumers.
The morning of Saturday 19 October will commence with a conference targeting the distribution channel, organised in collaboration with Mab Hostelero, a specialised media outlet. The event will be attended by leading manufacturers such as Mychef, Scotsman and Retigo, as well as prominent distributors including Grupo Intecno, Serhs and Kitchen Consult. The experts will address key issues, including technical and commercial training for distributors, collaboration between manufacturers and distributors, and the importance of continuous training. The presentation of the 'Lifetime Achievement Award for Distribution in the Hospitality Sector' will follow. The afternoon will be dedicated to the block on talent management and human resources. This will include a talk on the motivations, advantages and challenges of Dual Vocational Training in hospitality, as well as a round table discussion on the use of continuous training as a strategy to maintain and motivate employees.
On Sunday, 20 October, various exhibitors will be holding their own technical days. Intarcon will open with a showcase of R290 propane as a significant refrigerant option, due to its low global warming potential. On the exhibitor side, Wondercool will be showcasing its innovative supercooling technology, which enables the cooling of a liquid below its freezing point without it freezing. Purever Coldkit will be presenting its cutting-edge refrigeration panels, which guarantee quality, energy savings and food safety.
The final day of the event, Monday 21 October, will commence with a roundtable discussion targeting commercial refrigeration installers. The roundtable will be hosted by AEFYT (Spanish Association of Refrigeration Companies and their Technologies) and will feature leading industry specialists, including Infrico and Efficold. The day's proceedings will continue with presentations from various leaders, who will share their experiences of success and best practice, with the participation of Life Gourmet and Rosi La Loca World. To conclude the four-day event, we will examine the prevailing trends and outlook of the sector. This will include an in-depth discussion on revenue management and a roundtable discussion on marketing strategies and online reputation management.