Two worlds. One reality.
Horecava is celebrating its 70th anniversary this year. Seven decades full of changes in the world, in the hospitality industry, and above all in the guest themselves. Because one thing is certain: the guest has always evolved with the times.
By 2027, that guest will be more dynamic than ever. Behavior is less predictable, and choices are influenced by a mix of factors, such as economic uncertainty, global developments, and shifting priorities. The result? Contrasts in everyday life: saving money or indulging, convenience or making conscious choices.
For the hospitality industry, this means one thing above all: adapting. Flexibility, experience, and relevance at the right moment make all the difference. It’s not just what you offer that matters, but especially how and when you respond to the guest’s needs.
In TrendLAB 2027, we take you on a journey through 70 years of hospitality industry development. An inspiring retrospective that shows how guests are constantly changing and how the hospitality industry consistently manages to reinvent itself. But innovation doesn’t stop here. Over the next 70 years, we’ll continue to look ahead, inspire, and evolve together.
See below for an impression of TrendLAB during Horecava 2025 and Horecava 2026.
