Three days at IFEMA to see how hospitality accelerates digital adoption and shifts toward sustainable models. Hip-Hospitality Innovation Planet 2027 gathers solutions and concepts that affect operations, product and guest experience across the Horeca channel.
Dates, opening hours and venue for HIP 2027 in Madrid
HIP 2027 takes place March 1 to 3, 2027 at IFEMA - Parque Ferial Juan Carlos I. Opening hours are 10:00 to 19:00 on Monday and Tuesday and 10:00 to 18:00 on Wednesday. The venue concentrates more than 60,000 sq m and several specialized innovation areas.
Innovation areas and business agenda at HIP 2027
The edition structures its offer into practical areas such as Digital World, Smart Kitchens & Equipment, Design & Experience, Automated Foodservice, Horeca Wine and Spirits, Coffee, Bakery & Gelato and Delivery & Food as a Service. The Hospitality 4.0 Congress will feature over 30 summits and about 720 international experts covering operational trends, digitization and sustainability.
Key figures that shape prospecting
HIP 2027 mobilizes a large audience: over 65,000 executives and professionals and around 1,200 exhibiting brands according to the event platform. The format concentrates activity across six IFEMA halls and 13 innovation areas, allowing field work segmented by product and buyer profile.
How to prepare B2B prospecting for HIP 2027
- Define priority segments by innovation area and use the 13 zones to filter exhibitors and visitors.
- Schedule meetings in advance and favor 11:00 to 16:00 slots to avoid peak opening and closing times.
- Bring concise demos and technical collateral aimed at operations: live equipment showcases, technical sheets and use cases outperform generic pitch decks.
- Prepare qualification questions focused on operations and procurement: energy consumption, digital integration, service times and total cost of ownership.
- Mark Hospitality 4.0 sessions where your target buyer profiles speak; the presence of roughly 720 experts helps identify influential speakers.
Networking and lead generation in a high-density fair
High visitor density forces quality over quantity. Identify 10 priority targets before entering and reserve time for short contact meetings near your stand. Use demos and samples to trigger technical conversations that allow concrete commercial follow-up. Offer a clear next step after each meeting, for example pilot trials, technical visits or a fixed quote within 10 days.
Final recommendation and actionable step
If your aim is to approach hotel chains, restaurant groups or distributors, focus on Smart Kitchens, Foodservice Solutions and Health & Safety on the show floor. Register your attendance and review the agenda at http://www.expohip.com/en to plan meetings. Three days of concentrated activity demand precise planning; arrive with clear commercial goals and technical validation ready to run on site.
