HORECA Business Lab

From 7-10 February 2025, the stage of Hall 3 transformed into an innovation incubator for everyone, full of open workshops, case study presentations and interesting discussions.

Monday, February 10 

The four-day Business Lab program at HORECA 2025 was successfully concluded, showcasing the most innovative trends in digital marketing, management, and the utilization of new technologies in the tourism and hospitality industries. The fourth and final day was dedicated to online sales, presenting the latest developments and tools that contribute to optimizing bookings, personalizing services, leveraging artificial intelligence, and driving the overall digital transformation of the hospitality sector. 

The day began with an in-depth discussion on the evolution of online bookings, where Markos Georgiou, Managing Director of LOGUERS, Alexandros Damigos, CEO of MARINET, and Argyris Baklezos, CEO of Verity Interactive, highlighted the importance of loyalty tools and personalized experiences in customer retention. Following this, Tina Tsiambaou Account Manager at webhotelier | primalres, presented the latest trends and the most advanced tools for enhancing direct bookings through hotel websites, offering practical solutions to reduce reliance on third-party providers. 

Next, Alexandros Kapsetakis, Revenue Manager at REVITUP, and Vasilis Riavoglou, Senior Business Development Manager East Med & Balkans at LIGHTHOUSE INTELLIGENCE, analyzed how revenue management can be improved using real-time data, emphasizing techniques that enhance efficiency and profitability. Nikos Gliatis, Managing Director of GDS Digital Systems LTD, introduced the concept of smart hotels, demonstrating how artificial intelligence can shape personalized experiences for guests, increasing satisfaction and engagement. 

One of the most intriguing topics of the day was the analysis of the future trajectory of Online Travel Agencies (OTAs). Giorgos Giannios, CEO of RELOAD HOTEL SALES, highlighted how major platforms now compete with innovative new solutions and how hoteliers should manage their online sales channels. Meanwhile, the theme of digital transformation in the restaurant industry was extensively discussed by Stratos Zervas, CEO of BUSINESS CLOUD, Stavrialena Gontzou, Marketing & Content Manager at BUTLER CHAT, and Giannis Karalis, Commercial and Creative Director of Novidea. They showcased solutions such as online reservations, QR menus, and digital payments, highlighting the benefits of technology in improving operational efficiency and customer experience. 

The day concluded with a presentation by Alexandros Georgantas, Business Strategy & Operations at efood, who discussed strategies for strengthening takeaway and delivery services through mobile applications, emphasizing the importance of digitizing delivery services to maximize efficiency and customer satisfaction. 

With this dynamic finale, the Business Lab at HORECA 2025 wrapped up its sessions, reaffirming the significance of innovation and digital adaptation in the hospitality industry. 

Sunday, February 9 

The Business Lab at HORECA 2025 continues to raise the bar, bringing to the forefront the most relevant trends, tools, and practices for the hospitality and food service industry. The third day of this parallel event was packed with knowledge and innovation, featuring top speakers who analyzed critical issues affecting the market. From the integration of HoReCa businesses with the Independent Authority for Public Revenue (IAPR) to the utilization of artificial intelligence in advertising campaigns and the management of online reviews, this day provided valuable insights and practical solutions for every industry professional. 

The day kicked off with a focus on the new requirements and challenges that HoReCa businesses face regarding their integration with IAPR. Mr. Giorgos Pitsilis, Governor of the Independent Authority for Public Revenue, elaborated on the importance of tax compliance, the new technologies facilitating these processes, and the regulatory changes impacting businesses in the sector. 

Next came a dynamic panel discussion on social media strategies and trends for 2025. Christos Ditoras, Marketing Manager at SWOT HOSPITALITY, Katerina Dimitrakopoulou, Managing Director of SCL Mellon, and Vasilis Polyzos, Co-Founder and Managing Director of THE VSCOPE, highlighted the latest developments in digital marketing and new approaches to social media management. The speakers emphasized that artificial intelligence is now reshaping the landscape, and businesses must adapt accordingly. 

Following this, Dimitris Mathioudakis, Co-Founder of MIND THE AD, presented how AI is transforming advertising campaigns, focusing on automation, improved results, and personalized content for more effective promotional efforts. A fireside chat followed, featuring Panos Alefragkis, Head of Digital at THE NEWTONS, and Nikos Xydas, Founder of HUMBLE, discussing the shift from Instagram to TikTok and the importance of an omnichannel approach in modern digital marketing. 

The influencer marketing session underscored the significance of authentic content and strategic partnerships. Tina Michailidou, Founder of Gr8 COMMUNICATION, Nikos Marolis, YouTuber, Gogo Farmaki, Influencer, and Nancy Paradeisanou, Journalist, shared their insights and experiences through real case studies. Themis Sarantaenas, Founder of MARKETING CONSULTANT, discussed creating viral content for hotels, restaurants, and cafés, presenting practical techniques to enhance brand visibility and audience engagement. 

The day concluded with a presentation by Dimitra Parashaki, Account Manager at Travelworks Public Relations, who analyzed best practices for managing online reviews on TripAdvisor, Google, and social media. She highlighted the importance of responding effectively and leveraging feedback to enhance customer experience. 

The third day of the Business Lab confirmed that technology, digital marketing, and strategic partnerships are the key pillars of success in the HoReCa industry. The strong participation and engagement from attendees reaffirm the need for continuous education and adaptation to the market’s evolving challenges.

Saturday 8th February

The second day of the Business Lab provided a dynamic platform for knowledge exchange and discussions around current trends in hospitality and catering. Focusing on sustainability, human resources, funding, and regulatory changes, leading industry professionals shared valuable insights and practical advice. 

The event highlighted the importance of continuous updates and education for HORECA businesses, providing knowledge that can be translated into tangible business benefits. 

The first panel of the day focused on attracting and retaining talent in the hospitality industry, with speakers including Magda Peistikou, PR & Events Training Manager at INSETE, Giannis Batsis, Group Head of Talent & Culture at DOMES, and Christos Dima, General Manager of Hotels. The speakers emphasized the importance of proper selection and retention of skilled staff, stressing the significance of training and creating an attractive work environment. 

Next, Christos Koutsopoulos, General Manager at Athenaeum Hotel Group, provided useful tips on effective CV analysis and selecting the right staff, highlighting the importance of soft skills and professional compatibility. 

The next topic was about funding programs for hotels and restaurants, with speakers Kostas Vamvakas, Founder & CEO of VK PREMIUM, and Paraskevas Geronikolos, Director/Investment Funding Services at DBC BUSINESS CONSULTING. The speakers analyzed available funding opportunities, the requirements for a successful submission package, and new trends in managing investment funds. The discussion was moderated by Viki Tryfona, journalist at Power Game. 

Following this, Ignatios Litsas, Certification Manager – Lead Auditor, and Panagiotis Kenterlis, Certification Commercial Manager at Bureau Veritas Hellas, presented the latest developments in environmental certifications, emphasizing the importance of sustainability for the competitiveness of hospitality businesses. 

This was followed by a presentation from Iyad Kayali and Olga Skeepetari from Green Destinations, who discussed sustainability practices that can be implemented in HORECA businesses, showcasing successful case studies from the global market. 

The final panel of the day focused on developments and challenges in the issuance of wholesale and retail invoices and how HORECA businesses can align with the new requirements. Participants included Nina Gerarchaki, Secretary of SKAMYGE and cash register systems supporter, Dimitris Katradis, President of the Association of Cash Register Importers & Manufacturers, and Grigoris Giannoukos, Cash Register Software and Hardware Producer at SKAMYGE. The discussion was moderated by Dimitris Kamarias, President of SKAMYGE. 

Friday 7th February

The Business Lab of HORECA 2025 kicked off dynamically, bringing innovative ideas, modern approaches, and engaging discussions to the forefront about the future of hospitality and the foodservice industry. With the participation of top market executives, marketers, and experts, the first day was filled with valuable insights and practical solutions for the challenges facing the industry.

The day began with a panel on the Digital Work Card, where Mr. Vasilis Prassas, the General Director of Epsilon HR, presented solutions for workforce management and compliance with new legislative requirements. Following this, Dr. Philippos Kyrkitsos, President of the Ecological Recycling Society, highlighted the importance of sustainability in the industry, focusing on the implementation of modern practices and reducing the environmental footprint of HORECA businesses.

Ms. Aspasia Taka, founder of Taka & Partners, spoke about the significance of flexibility in the design of hospitality and foodservice spaces, showing how they can adapt to the needs of modern customers and become an integral part of their experience. This was followed by a speech from Ms. Aigli Balamatsi, CEO and Executive Strategy Director of Interweave, on the redefinition of wellness, which is emerging as a key element of hospitality, with new services and strategies enhancing the visitor experience.

Next, the fireside chat with Dimitris Serifis, CEO of NELIOS, Panos Kokkalis, Digital Marketing Manager at Marketing Greece, and Alexandros Kossyvas, Digital Marketing Director and Partner at Sleed, focused on artificial intelligence and how it can contribute to personalized hospitality experiences, offering practical examples of data usage. Mr. Sotiris Varelas, Associate Professor at the Department of Tourism Studies at the University of Piraeus, spoke about localism and authenticity as competitive advantages in tourism, presenting how businesses can integrate local culture into their services.

The day concluded with an interesting panel on the future prospects of mass catering equipment. Ms. Lila Karapostoli, Public Relations Officer at SEEME, moderated the discussion among Giannis Daveronis, General Secretary of POESE and restaurant owner, Stratis Vagias, Board Member of SEEME, Dimitris Repoulis, Designer of Catering Units at EUROPSYKTIKI DESIGN SA, Charis Nikolaou, Chef and owner of the restaurant Jerar, and Stefanos Diamantopoulos, Pastry Chef and owner of LeVotre Piree, who shared their knowledge and experiences on new technologies and trends in the market.

The first day of the Business Lab confirmed the industry’s dynamism, bringing technology, sustainability, and authenticity to the forefront as key pillars of success. The speeches and discussions provided professionals with useful knowledge and tools to advance their businesses.