Guidelines

This award recognises a hospitality concept deployed in mobility environments such as cruise, air or rail, redefining guest experience beyond traditional static infrastructure and creating strategic value within a broader hospitality or travel ecosystem.

What is expected in the summary:

·      Strategic rationale and positioningwithin the group portfolio or mobility ecosystem.

·      Scope of deployment (year of launch,geography, scale).

·      Clear description of the concept,guest experience and key differentiators.

·      Operating model and partnershipstructure.

·      Evidence of early measurable impactand performance trajectory since launch.

Suggested KPIs to mention (where applicable):

Deployment & scale

·      Number of routes, vessels, aircraft or units deployed.

·      Capacity and utilisation rate (occupancy or load factor).

·      Adoption rate across the mobility network.

Guest & brand impact

·      Guest satisfaction (NPS or equivalent).

·      Contribution to loyalty growth, cross selling or new customer acquisition. ‍

Business performance

·      Revenue contribution and profitability indicators where shareable.

·      Performance evolution vs initial baseline or forecast since implementation.

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This award recognises an outstanding destination communication campaign led by a country, city, region or official tourism authority, effectively promoting a destination to target audiences through a distinctive, creative and strategically executed approach.

What is expected in the summary:

·      Strategic objectives and positioningof the destination campaign.

·      Clear description of the concept,narrative and key message.

·      Target audiences and marketrelevance.

·      Channels, formats and media mixdeployed.

·      Alignment with the destination’sidentity, values and long-term positioning.

Suggested KPIs to mention (where applicable):

Reach & visibility

·     Audience reach, impressions or media exposure generated.

·     Geographicor market penetration indicators.

Engagement& perception

·     Engagement indicators (interactions, shares, participation, sentiment).

·     Brand or destination perceptionevolution.

Impact

·     Impact on destination attractiveness, interest or travel intent.

·     Traffic, enquiries or visitor indicators where measurable.

·     Media recognition or third-party validation.

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This award recognises an innovative brand positioning, architecture or concept strengthening differentiation and market relevance, with the potential toredefine standards and influence the evolution of the industry.

What is expected in the summary:

·      Strategic rationale, objectives and brandvision.

·      Description of the concept,positioning or brand architecture.

·      Target segments and market context.

·      Scope of deployment and integrationwithin the portfolio.

·      Distinctive elements of the conceptsuch as experience model, design language, service philosophy, product offeringor brand ecosystem.

·      Evidence of performance trajectoryand structural integration.

Suggested KPIs to mention (where applicable):

Deployment & scale

·     Number of properties, markets or regions.

·     Development pipeline and rollout progression.

Brand impact

·     Brand awareness, perception or positioning evolution vs baseline.

·     Guest perception, satisfaction or preference indicators.

·     Media exposure, rankings, awards or third-party recognition.

Business performance

·     Commercial performance indicators (ADR, RevPAR, revenue growth …)

·     Market penetration or customer acquisition.

·     Performance evolution vs forecast.

·     Demonstrated structural value creation.

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This award recognises a structured environmental strategy delivering measurable reductions in environmental footprint while embedding structural sustainability principles into operations, development and decision-making.

What is expected in the summary:

·      Strategic rationale andenvironmental vision, including long-term trajectory.

·      Clear definition of prioritiesaddressed.

·      Description of concrete measuresimplemented and transformation of operational practices.

·      Scope of deployment and integrationinto operating model, development or asset strategy.

·      Governance, monitoring and evidenceof performance tracking.

Suggested KPIs to mention (where applicable):

Environmental performance

·     Measured reduction versus baseline.

·     Resource efficiency indicators.

·     Renewable energy use or decarbonisation progression where relevant.

Deployment & structural impact

·     Share of operations covered by the initiative.

·     Certifications, labels or third-party environmental validation.

Operational & business relevance

·     Efficiency gains or cost optimisation.

·     Risk mitigation, resilience or regulatory alignment indicators.

·     Long-term environmental performance trajectory.

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This award recognises a group level F&B strategy or concept deployed across multiple properties, strengthening brand positioning, enhancing guest experience andgenerating measurable business value. It rewards scalable and differentiated F&B models that combine creative vision, operational consistency and financial performance.

What is expected in the summary:

·      Strategic vision and role of F&B within the group/brand.

·      Description of the concept, positioning and value proposition.

·      Scope of deployment across brands, regions or property types.

·      Differentiation within the competitive landscape.

·      Scalability model (standardisation vs adaptability across markets).

Suggested KPIs to mention (where applicable):

Deployment & scale

·     Number of properties implementing the concept.

·     Degree of standardisation vs localisation.

Guest & brand impact

·     Guest satisfaction indicators related to F&B (NPS, review scores…)

·     External clientele shares or traffic generation.

·     Brand perception or positioning impact linked to the F&B concept.

Business performance & value creation

·     F&B revenue evolution and contribution to total revenue.

·     Revenue per outlet or per cover.

·     Profitability or margin contribution (GOP, outlet margin…)

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This award recognises a distinctive and strategically designed guest experience that strengthens brand preference, enhances emotional connection and delivers consistent, memorable value across the guest journey. The initiative may be embedded within a loyalty programme or operate independently.

What is expected in the summary:

·      Strategic intent and role of the guest experience within the overall brand and customer strategy.

·      Clear description of the experience model, guest promise and key differentiating elements.

·      Target segments and alignment with evolving guest expectations.

·      Scope of deployment across properties, brands or journey touchpoints.

·      Evidence of measurable impact and performance trajectory since rollout.

Suggested KPIs to mention (where applicable):

Guest perception & satisfaction

·     NPS or equivalent satisfaction indicator evolution.

·     Review scores, qualitative feedback or sentiment trends.

·     Recommendation or advocacy indicators.

Experience delivery & consistency

·     Loyalty engagement, repeat stay or retention indicators.

·     Participation or activation levels across the guest journey.

·     Personalisation.

Business impact

·     Impact on occupancy, ADR, RevPAR or total revenue.

·     Guest lifetime value or incremental revenue indicators.

·     Revenue per guest or ancillary spend evolution linked to the experience.

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This award recognises a structured social impact and inclusion strategy generating tangible and lasting value for communities, employees or society, while being embedded in the organisation’s operating model and long-term vision.

What is expected in the summary:

·      Strategic rationale and social vision, including the issues addressed.

·      Clear description of the initiative and concrete actions implemented.

·      Target populations and relevance to local or societal challenges.

·      Scope of deployment and integration into operations or organisational practices.

·      Partnerships, governance and evidence of performance tracking.

Suggested KPIs to mention (where applicable):

Social impact

·     Number of beneficiaries, participants or communities impacted.

·     Measurable social outcomes (employment, inclusion, education, accessibility or social mobility).

·     External recognition, partnerships or certifications where relevant.

Deployment & structural integration

·     Share of operations or workforce covered by the initiative.

·     Integration into organisational practices or long-term social strategy.

·     Scalability and continuity of the initiative.

Operational & organisational relevance

·     Impact on workforce diversity, inclusion or social representation where measurable.

·     Employee engagement or participation in social initiatives.

·     Broader organisational or societal value created.

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This awardrecognises a marketing activation that effectively promotes a brand, group, concept or product through a targeted, creative and strategically executed initiative, demonstrating strong audience relevance and execution across channels or partnerships.

What is expected in the summary:

·      Strategic objective and role of theactivation within the overall marketing strategy.

·      Clear description of the concept,mechanics and activation approach.

·      Target audiences and behaviouralinsight driving the initiative.

·      Channels, tools, partnerships orecosystems mobilised.

·      Differentiation and consistency withbrand positioning.

Suggested KPIs to mention (where applicable):

Reach & activation

·      Audience reached, participation or activation volume.

·      Traffic, engagement or interaction indicators.

Conversion & performance

·      Lead generation, bookings, sales or conversion indicators where measurable.

·      ROI, cost per acquisition or performance efficiency where shareable.

Brand & market impact

·      Brand engagement, community growth or customer response.

·      Market visibility, recognition or partnership impact.

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This award recognises a high-impact brand media campaign that strengthens brand visibility, reinforces positioning and engages target audiences through adistinctive and well-executed narrative across media platforms.

What is expected in the summary:

·      Strategic objective and role of the campaign within the brand or group positioning.

·      Clear description of the concept, narrative and creative approach.

·      Target audiences and relevance of the message.

·      Media strategy, channels and formats deployed.

Suggested KPIs to mention (where applicable):

Reach & visibility

·      Audience reach, impressions or media exposure generated.

·      Brand awareness or visibility evolution.

Engagement & perception

·      Engagement indicators.

·      Brand perception or positioning evolution.

Business impact

·      Impact on traffic, enquiries, bookings or commercial performance where measurable.

·      Customer engagement or community growth indicators.

·      Media recognition or third-party validation.

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This award recognises a structured talent and leadership strategy that strengthens organisational performance by attracting, developing and retaining talent, while redefining HR practices and leadership models within the industry.

What is expected in the summary:

• Strategic vision for talent and leadership and its role in overall business performance.
• Clear description of talent acquisition, onboarding, development or leadership initiatives implemented.
• Innovative or differentiated approaches to recruitment, learning, inclusion or career progression.
• Scope of deployment across regions, brands or workforce segments.
• Governance, leadership commitment and evidence of performance tracking.

Suggested KPIs to mention (where applicable):

• Talent acquisition & retention
  • Recruitment effectiveness, time-to-hire or talent pipeline indicators.
  • Retention, turnover or internal mobility evolution.
• Engagement & development
  • Employee engagement, satisfaction or eNPS evolution.
  • Participation in training, learning or leadership programmes.
• Organisational & business impact
  • Leadership pipeline strength or succession indicators.
  • Impact on service quality, performance or organisational resilience.
  • Employer brand perception and attractiveness.

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This award recognises a significant transformation of operating model, organisational structure or core processes delivering measurable efficiency gains and structural value creation. The transformation may be operational, organisational, technological or hybrid, and must demonstrate tangible impact beyond incremental optimisation.

What is expected in the summary:

·      Strategic rationale and business context driving the transformation.

·      Clear definition of the operating model evolution (processes, organisation, digital, AI, or hybrid).

·      Scope of deployment and implementation timeline.

·      Governance and change management approach.

·      Structural impact on efficiency, consistency and scalability.

·      Evidence of measurable impact and performance trajectory.

Suggested KPIs to mention (where applicable):

Operational performance

·     Productivity and structural efficiency indicators.

·     Employee satisfaction and impact on staff effectiveness.

·     Guest satisfaction or service quality evolution where measurable.

·     Margin, GOP or cost ratio evolution.

·     Process efficiency (cycle time, automation, error reduction).

Deployment & adoption

·     Share of operations migrated to the new model.

·     Rollout speed and implementation progression.

·     Adoption across teams or business units.

Value creation & resilience

·     Cost savings or structural efficiency gains versus baseline.

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