2025 Edition

THEY SHAPE THE LEGACY OF HOSPITALITY

The 25th Hospitality Awards celebrated the creativity, innovation, and commitment of hospitality professionals worldwide. From CSR and guest experience to brand concepts and technology, the ceremony highlighted outstanding initiatives across the sector. This anniversary edition also honoured industry pioneers, visionary leaders, and meaningful charity projects shaping the future of hospitality.

See you next year for the 26th edition of the Hospitality Awards, for a new chapter in this shared story.

25th Hospitality Awards

For 25 years, the Hospitality Awards have highlighted the creativity, inventiveness and commitment that drive hospitality professionals. In this international competition, only the very best reach the final and only the truly exceptional take home the trophy. The 25th ceremony, held under the High Patronage of Mr Emmanuel Macron, President of the French Republic, once again gathered leaders and changemakers from across the globe to celebrate excellence in all its forms.

Ahead of the competition, the ceremony paid tribute to several emblematic figures of the industry who passed away in 2025 but remain in the hearts of the hospitality community:

• Robert H Burns, founder of Regent International Hotels
• Georges Dahan, founder of THED International
• Michel Gicquel, architect and designer, founder of GLOBALCONCEPT SA
• Jean-Claude Kindt, founder of Hermitage Gantois
• Spyros Kotokos, founder of Elounda Hotels & Resorts
• Pierre Martin-Roux, founder of Hôtels en Ville
• Pascal Savary, founder of ATREAM
• Sophie Stabile, former CEO at Accor Hotels France & Switzerland

Vanguelis Panayotis, CEO, Hospitality ON and MKG, opened the ceremony with a reminder of what unites the hospitality family:

“I am happy to see you all for a special event, the 25th ceremony of the Hospitality Awards that rewards people who rethink our beloved industry. Hospitality is simple, we welcome people, make them feel safe, inspired and alive. Every transformation has one thing in common: people who dare. Legacy is not what we remember, it is what we pass on.”

Barbara Muckermann, CEO of Kempinski and President of the 25th Hospitality Awards Ceremony, shared her vision of continuity and progress:

“I am very humble to have this honor, and tonight, we will talk about legacy as well as the future. We have to look at the past to move forward. There is one thing that does not change and stays at the center: the people.”

CSR commitment is now fully embedded in hotel development and operations, as underlined by former French Minister of Tourism Michelle Demessine (1997–2001):

“The human dimension is essential to the hotel industry, something that is sorely lacking in other sectors. This humanity comes precisely from the employees in the hotel industry. It was for this reason in particular that I worked on working conditions in this wonderful industry at the time.”

With this in mind, the 25th Hospitality Awards honoured initiatives that place people, responsibility and creativity at the heart of hospitality.

Corporate Division Winners of the 25ᵉ Hospitality Awards

With categories supported by leading partners and, for some, decided by public vote, the 2025 corporate division showcased the remarkable creativity and commitment of hospitality groups and brands worldwide.

🏆 Best Talent Management Initiative

Category supported by Les Roches, represented by Giovanni Ovaglia, Director at Les Roches Crans-Montana.

Winner: Flourish Trainee Program – Kempinski Hotels S.A.

Kempinski Hotels prepares future leaders through Flourish, an 18-month management trainee program launched in 2023. It combines operational rotations, international exposure and mentorship from General Managers to develop leadership and cross-functional skills. Active in more than 15 countries, the program gives participants a comprehensive view of hotel operations and a strong sense of purpose.

Flourish develops a new generation of managers driven by empathy, excellence and adaptability, ensuring long-term talent growth across the group.

Finalists:

• Faces Of Happiness – Beachcomber
• Talent & Culture Intertwine – IHCL

🏆 Best Innovative Environmental Protection Initiative

Category supported by Diversey, represented by Mehdi Belaribi, Vice President Global Strategic Account Hospitality.

Winner: Road To Net Zero Events – Meliá Hotels International

Meliá Hotels International sets a benchmark for sustainable meetings with its Road to Net Zero Events program. Designed for measurable impact, it integrates carbon tracking and offset tools at every stage of event planning, allowing organizers to calculate, compare and reduce their footprint in real time.

By making sustainability part of the service experience rather than an optional feature, Meliá combines technology, transparency and collaboration to define a responsible approach to business travel that aligns with the expectations of modern corporate clients.

Finalists:

• Mindful Luxury at The Leela – The Leela Palaces
• Ascott Cares – The Ascott Limited

🏆 Best Innovative Social Responsibility Initiative

Category supported by Enviro Développement and its founder, David Cottereau.

Winner: Fight Against Human Trafficking – Marriott International

Marriott International strengthens its global fight against human trafficking with a strategy focused on prevention, protection and empowerment. More than 1.5 million employees have been trained to identify and respond to warning signs.

The group also supports survivors through initiatives such as HotelHelp, which provides temporary housing, and Future in Training, offering career opportunities. Partnerships with PACT, Cisco and the Internet Watch Foundation extend its impact. By embedding vigilance and empathy into its culture, Marriott places human dignity at the center of hospitality.

Finalists:

• Tree Of Life – Dusit International
• Palladium Cares – Palladium Hotel Group

Charity Initiative: Projet IDEAL Honored by Hospitality ON

The 25th edition of the Hospitality Awards is proud to support Projet IDEAL, a project conceived by Professor David Cohen. The space will open in two years, with the ambition of improving the care and support provided to children and adolescents affected by developmental disorders within the Armand-Trousseau Hospital of AP-HP.

Olivier Pelat, founder of Européquipements and Chair of patronage, shared his motivation:

“I had the opportunity to meet David Cohen and visit his department, which needed a helping hand. I saw children and families asking for help, and that is what I did through a donation to give this department the means to help children and families as it should.”

Professor David Cohen, Professor at Sorbonne University and Head of the Child and Adolescent Psychiatry Department at the Pitié-Salpêtrière Hospital in Paris, also underlined the connection between care and hospitality:

“I learned a lot from the hotel industry because I had not realised how important hospitality is in my profession as a psychiatrist. This sector had become very dehumanising, and we managed to restore a human dimension to it.”

🏆 Best Media Campaign

Category supported through the partnership of France 24, represented by Claire Moreuil, Distribution & Development Deputy Director Hospitality & Europe.

Winner: The Encounter – Sofitel, Accor

With The Encounter, Sofitel reinvents luxury storytelling through art, culture and emotion. Featuring Gillian Anderson and Dali Benssalah, the film expresses the brand’s philosophy “Where free minds meet” and positions the hotel as a space of dialogue and discovery.

With refined imagery and cinematic depth, the campaign bridges heritage and modernity. Complemented by Sofitel Encounters, the brand’s first TikTok activation, it engages a new generation of travelers.

Winner of the CB News Grand Prix for Luxury Creativity, The Encounter affirms Sofitel’s place among the most innovative voices in contemporary hospitality.

Finalists:

• Now All In One Place – Minor Hotels
• It Matters Where You Stay – Hilton

🏆 Best Destination Marketing Campaign

Category powered by Booking.com, represented by Vanessa Heydorff, CEO France.

Winner: The Real Star of the Show – VisitBritain

Starring Great Britain turns the UK’s deep connection with cinema into a powerful driver for tourism. Directed by Oscar winner Tom Hooper, the campaign celebrates Britain as the real star behind film and television worlds, from Bridgerton’s Bath to the Highlands of Outlander.

By drawing on the global “set-jetting” trend, VisitBritain connects storytelling with travel. The initiative combines emotion with measurable results, generating £20 in visitor spending for every £1 invested. It portrays a diverse and welcoming Britain where imagination inspires exploration.

Finalists:

• It’s Not Tourism, It’s Futourism – VisitPortugal
• Oslo Is Not Even A City – Visit Oslo

🏆 Best Innovative Guest Experience

Category presented in partnership with CDS Groupe and its Global Procurement Officer, Olivier Mouchet.

Winner: Dance Nhow, Change Now – Minor Hotels

Dance nhow, change now introduces movement as a new expression of well-being. The program combines art and science to help guests reconnect with themselves through dance, creativity and emotion.

In collaboration with choreographers and neuroscientists, nhow Hotels host workshops, performances and experiences exploring the link between body and mind. The initiative reflects a shift toward active wellness, where well-being comes from movement, rhythm and human connection. It positions nhow as a brand that celebrates self-expression and transformation through creativity.

Finalists:

• Musical Room Service – Rocco Forte Hotels
• Wojo Master Franchise – Kasada Hotels Africa

🏆 Best Marketing Initiative

Category powered by Ôlibeds by Hotel Megastore, represented by Victoria Sibuet, Director of Operations and Procurement.

Winner: Club Med 75th Anniversary – Club Med

To celebrate its 75th anniversary, Club Med transformed nostalgia into a storytelling platform connecting heritage and modernity. The campaign gathered 14 influencers at Club Med Gregolimano in Greece for a creative journey through seven decades of brand evolution.

Combining lifestyle content, cultural diversity and emotion, it resonated across digital platforms and younger audiences. The initiative generated 16 million impressions and €14 million in earned media, showing how authenticity and history can renew brand desirability and reinforce Club Med’s leadership in experiential travel.

Finalists:

• Don’t Be a Guest, Be A Guest Star – ALL – Accor Live Limitless
• Marriott Hotels in Fortnite – Marriott Bonvoy

Lifetime Achievement Award of the 25ᵉ Hospitality Awards

They took part in hospitality’s history: Nasser Al Nowais and Selim El Zyr, co-founders of Rotana Hotel Group

A VISIONARY PARTNERSHIP BUILT ON PASSION AND PURPOSE

Today, Rotana stands as a leading hotel management company with successful properties across the Middle East, Africa, Eastern Europe and Türkiye. It all began 33 years ago with a bond between two friends who shared the same ambition and the determination to make it real.

Founded in 1992 by Nasser Al Nowais and Selim El Zyr, Rotana grew from a balanced combination of vision and expertise. Nasser Al Nowais brought business strategy, financial insight and development experience. Selim El Zyr brought a deep understanding of hospitality gained through years in major international hotel groups.

Their goal was clear: to create a regional brand able to deliver international standards while reflecting the culture and values of the Arab world.

Al Nowais provided foresight and the drive to build a homegrown brand that could stand confidently among global names. El Zyr focused on service, quality and operational excellence. Together, they defined a model of hospitality that combines ambition, discipline and genuine warmth.

This entrepreneurial foundation, built on vision, pragmatic management and a culture of service, gave Rotana the strength to grow into one of the Middle East’s most respected hotel groups. The company now continues its expansion across Africa, Eastern Europe and South Asia, remaining true to the same spirit that inspired its founders.

For Memorable Moments, the Product Is at the Heart of Hospitality

Stéphane Maquaire, CEO of Club Med, reminded the audience of the power of product and experience:

“Our adventure is already 75 years old, and it is with great emotion that I speak to you tonight. The hospitality sector is completely new to me, and I am discovering a rich and innovative industry. I have joined a sector that I saw as vibrant and exciting, and above all, I have joined a truly unique company—or rather, a family.”

This focus on product, experience and emotion framed the following categories, where concepts on the move, brand innovation, technology and F&B creativity took center stage.

🏆 Best Concept on the Move

Award supported by Zolotas and its CEO, Georges Papalexis.

Winner: Luxury Sleeper Train – Seven Stars in Kyushu

Operated by JR Kyushu, Seven Stars in Kyushu offers multi-day journeys across Japan’s southern island. The luxury train features 10 suites, with interiors crafted from fine woods and textiles selected specifically for the train, combining traditional design with modern comfort.

Routes include volcanic landscapes, coastal views and historic towns, with curated off-train visits to artisans and chefs. Designed by Don Design Associates, the train showcases Japanese craftsmanship and hospitality, transforming each journey into a moving gallery of culture and landscapes.

Finalists:

• Gallery in the Skies – Cathay Pacific
• Bohème By Mekong Kingdoms – Minor Hotels

🏆 Best Innovative Brand Concept

Category presented with the contribution of Geberit and its Hospitality Market Development Manager, Daouda Diakité.

Winner: A Magical Stay – UMusic Hotels

UMusic Hotels is a hospitality concept created by Universal Music Group in partnership with Dakia U-Ventures. The first property in Madrid integrates the historic Teatro Albéniz within a 130-room hotel that includes a live performance venue and a rooftop pool.

The project connects hospitality with music and local heritage, using curated programming and design to turn an urban stay into a cultural experience where guests live, listen and share.

Finalists:

• Lyf – The Ascott Limited
• The Legendary Rooms – Novotel, Accor

🏆 Best Technological Operational Support Innovation

Category proudly supported by Mews, represented by Anne-Laure Charmensat, Senior Account Manager, Global Franchise Brands, Mews.

Winner: Booster Platform – Louvre Hotels Group

Launched in late 2023, Booster is Louvre Hotels Group’s digital ecosystem reshaping the franchisor–franchisee relationship. The platform centralizes more than 45 expert services—from revenue management and HR to maintenance, marketing and compliance—through a single, intuitive interface.

Modules like DigiBoost enable automation, performance tracking and digital campaign optimization. With 1,300 active users, a 92% satisfaction rate and over 300 contracts signed, Booster demonstrates measurable ROI and strengthens collaboration across the network. Scalable by design, it is expanding internationally in 2025 to Europe, MENA and Indonesia.

Finalists:

• Automated Complimentary Upgrades – Marriott Bonvoy
• Nestor OS – Encore Mieux

🏆 Best Innovative F&B Concept

Category presented in partnership with Champagne Lanson and its President, François Van Aal.

Winner: StiR Creative Collective – Hilton Hotels

Hilton’s StiR Creative Collective is an in-house F&B laboratory created to develop restaurant and bar concepts across Hilton’s portfolio. It provides market insight, brand strategy, menu design and pre-opening support in the Americas and EMEA.

StiR helps hotel owners turn F&B into a source of creativity and revenue while keeping alignment with Hilton’s global standards. It positions dining as an essential part of each hotel’s identity and guest experience.

Finalists:

• A L’épicerie Restaurant, Experience – Atypio
• World Gourmet Festival – Anantara Hotels & Resorts

A Community That Grows Together

Georges Panayotis, founder of Hospitality ON and MKG, closed the evening with a message to the sector:

“It is a joy and a symbol to be surrounded tonight by familiar faces, to have witnessed the evolution of our sector. I would also like to salute the MKG teams who have been supporting you for over 40 years, exploiting value to create sustainable value. Year after year, this ceremony has become an unmissable event for those who drive our industry forward. We have moved from standardised hospitality to hospitality that celebrates individuality.”

🏆 Grand Prix Winner of the 25ᵉ Hospitality Awards

Sofitel – The Rebirth Of A Legendary Brand

Sofitel has undergone a major strategic and operational transformation in recent years as Accor works to strengthen the brand’s position in the global luxury hospitality market.

Accor has redefined Sofitel around a modern vision of the French art de vivre, introducing the platform “Heartfelt Hospitality with a French Zest” to express emotional service, cultural refinement and international appeal.

To address past inconsistencies in quality, a large part of the portfolio is being renovated. At the same time, new flagship hotels in key cities are setting higher benchmarks in design and service.

The brand is also attracting renewed interest from developers, with a growing pipeline in North America, Latin America, Europe and Asia. This expansion is supported by a more selective and value-focused development strategy.

Operationally, Sofitel is enriching the guest experience through stronger cultural storytelling, refreshed service rituals and a deeper commitment to authenticity and sustainability.

The key challenge ahead is to maintain long-term consistency and clear differentiation in an increasingly competitive luxury segment. The Grand Prix of the 25ᵉ Hospitality Awards recognises the progress already achieved and the ambition that lies ahead.

Local Division Winners and Tribute to Public Authorities

The 25th Hospitality Awards also rewarded local initiatives that highlight the operational excellence of individual hotels and teams. The detailed list of Local Division winners and finalists is available in the dedicated section of the Hospitality Awards platform.
(Full breakdown of Local Division winners was not provided in the current brief and will need to be integrated once available.)

A special thank you goes to the former French Ministers of Tourism who joined the celebration of this 25th edition, reaffirming France’s position as a worldwide tourism destination:

• Michelle Demessine (1997–2001)
• Luc Chatel (2007–2008)
• Hervé Novelli (2008–2010)
• Frédéric Lefebvre (2010–2012)
• Jean-Baptiste Lemoyne (2020–2022)
• Marina Ferrari (2024), current Minister of Sport

Their presence underscores the strong and long-standing link between public policy, tourism development and the hospitality ecosystem.

The Hospitality Awards are organised by Hospitality ON and have, over 25 years, become a reference platform for recognising innovation, responsibility and talent across the global hotel industry.

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