The Future of Hospitality: Technology, Sustainability, and Digital Strategy in the Service of Competitiveness
HORECA for four days at Hall 3 opens the dialogue on the future of hospitality, focusing on technology, sustainability, human resources, and digital strategy. It presents the most modern trends already shaping the industry, from practical applications of artificial intelligence and automation to integrated IT systems and enhanced customer experience.
The concept of sustainability is highlighted as a necessity, while architecture and design are considered strategic tools that influence bookings, consumption, and overall experience. Special emphasis is placed on human resources, recognized as a decisive factor in competitiveness, with HR practices and digital solutions that enhance collaboration, engagement, and a culture of sustainability within the team.
Digital presence and marketing strategy emerge as critical growth drivers, with full utilization of social media, digital funnels, websites, SEO, advertising, and analytics to achieve maximum impact and measure real ROI. At the same time, online reputation, reviews, and content that travels and inspires have become the new storefront for every business.
Sales development, financing, and strategic investments complete the picture of comprehensive hospitality, with a focus on online bookings, e‑commerce for restaurants and cafés, and financial tools that will support businesses in 2026.
The goal is to create resilient, sustainable, and profitable units that seize the opportunities of the new era, combining technology, human resources, sustainable design, and digital strategy into a comprehensive experience for both customers and businesses.
Πρόγραμμα HORECA Business Lab 2026
FRIDAY 13/02/2026
ARTIFICIAL INTELLIGENCE & IT SOLUTIONS
Moderator: Viki Vamiedaki, Journalist
10:00-10:45 – Food Forward Session
Speaker:
Nectarios Notis, Founder–CEO, Notice Content and Services
11:00-11:45 – ZERO WASTE HORECA AWARDS 2026
Speaker:
Filippos Kirkitsos, President of the Ecological Recycling Society
12:00-13:00 – Viva.com Expert Session
Speaker:
Theodoros Mouroutis – Group Indirect Sales Director
13:00-14:00 – The Major Challenges & The Next Day for HORECA Businesses (Panel)
Moderator: Magda Peistikou, INSETE
Speakers:
Spyros Kerkyras, F&B Entrepreneur
Dr. Sotiris Varelas, Associate Professor, University of Piraeus
Giorgos Papadogoulas, PhD Candidate, University of West Attica, F&B Consultant
Gkikas Xenakis, Chef, Aleria Restaurant
14:00-15:00 – AI in Hotels: From Revenue Management to the Guest Experience (Panel)
Moderator: Christina Kousouni, Journalist at Naftemporiki TV
Speakers:
Vasilis Riavoglou Chief Growth Officer at Hotelinsider & HBIS, Nikos Tsitsoulis Co‑founder of hotellab, Dimitris Dimitriadis CIO & Co‑Founder of TheFutureCats Innovation Consultancy
15:00-15:30 – How a Greek Hotel Leveraged AI & Automation in Practice (Case Study)
Speaker:
Sotiris Kopatsaris, Managing Director, Carpe Diem Santorini – Future Hotels
15:30-16:30 – HORECA IT Systems 360°: Operations, Customer, Revenue (Panel)
Moderator: Viki Vamiedaki, Journalist
Speakers:
Lambros Lambrianakis, General Manager, HIT Hospitality
Stratos Zervas, CEO, BUSINESS CLOUD
Stavros Vasos, COO & Co-founder, Butler
16:30-17:00 – AI & Automation in the Daily Operations of HORECA Businesses (Expert Talk)
Speaker: Alkis Rouggeris, Commercial Director, Epsilon Hospitality
17:00-18:00 – Institute of Greek Gastronomy: Greek Gastronomy as Culture, Economy, and Identity (Panel)
Moderator: Giorgos Oikonomou, Nuthesia
Speakers:
Giorgos Kavvathas, GSEVEE
Nikos Fotiadis, Executive Chef
Thanasis Gialouris, Forum SA
Nikos Michalitsis, Hop On Communication
SATURDAY 14/02/2026
STAFF MANAGEMENT – SUSTAINABLE PRACTICES – ARCHITECTURE
Moderator: Viki Vamiedaki, Journalist
10:00 – 10:45 – Department of Tourism Studies, University of Piraeus | The University of Piraeus Shows the Way for the Tourism of Tomorrow
Sustainability, Destination Governance & Digital Innovation
Session 1: Sustainable Transformation in Tourism & Destination Governance
(Sustainable Tourism Transformation & Destination Governance)
Presentations of applied projects on carrying capacity, sustainable tourism development observatories, and green/cultural interventions, with contributions from institutional stakeholders.
11:00-11:45 – Department of Tourism Studies – University of Piraeus | The University of Piraeus Shows the Way for the Tourism of Tomorrow
Sustainability, Destination Governance & Digital Innovation
Session 2: Sustainable Transformation Workshop & Tourism Labour Market Insights
A workshop on sustainable practices, ESG, and value-based tourism, along with the presentation of the first results of a nationwide survey (kariera.gr – University of Piraeus) on the tourism labour market.
12:00-13:00 – Human Capital as a Competitive Advantage: What Employees and Customers Want (Panel)
Moderator: Viki Vamiedaki – Journalist
Speakers:
Konstantinos Sergopoulos, Assistant Professor, Department of Tourism Management, University of West Attica
Anestis Anastasiou, Senior Trainer & HR Consultant
Panagiotis Tsirimiaγkos, HR Manager, Club Med
13:00-13:30 – AI vs Human‑Created Content: The Future of Content in HORECA (Expert Talk)
Speaker:
Evi Kapeli, Creative Strategy and Growth Director, Interweave
13:30-14:00 – The new profile of the 2026 traveler & dining consumer: what they seek and what they reject (Expert Talk)
Speaker:
Tasos Pediaditis, COO of Synapse Hospitality
14:00-15:00 – Architecture that Drives Revenue: How Design Influences Bookings & Consumption (Panel)
Moderator: Viki Vamiedaki, Journalist
Speakers:
Aris Giannopoulos, Founder of WOA Architecture; Simos Liakos, Partner / Lead Architect at Liakos Associates Architects; Angelos Tzigkounakis, Editor‑in‑Chief of EK Magazine.
15:00-15:30 – Sustainable Design in Practice: Not a Luxury, but a Necessity (Expert Talk) – Alexandros Kitriniaris, Founder & CEO of KAAF – Kitriniaris Associates Architecture Firm
15:30 – 16:10 – The Sustainable Hotel & Restaurant of 2030 (Panel)
Moderator: Panagiotis Kenterlis, Commercial Certification Director, Bureau Veritas Hellas
Speakers:
Ignatios Litsas Certification Director Bureau Veritas Hellas, Manos Nerantzakis, Energy Engineer & Green Trust Consultant, Kyros Asfis Hospitality Digital Marketing Expert.
16:10-17:00 – Association of Office Machine Store Owners & Repairers: Digital Transformation in Practice.
A navigation through the use of new digital tools, business obligations, and proposed solutions (Panel)
Moderator: Nina Gerarchaki, Secretary of S.KA.MI.GE., Merchant & Cash‑Register Systems Support Specialist
Speakers:
Dimitris Goumas, President of S.KA.MI.GE., Merchant & Cash‑Register Systems Support Specialist
Dimitris Kamarias, Member of S.KA.MI.GE., Merchant & Cash‑Register Systems Support Specialist, Representative of SEKT
Michail Polygger, President of the Athens Accounting Association.
SUNDAY 15/02/2026
SOCIAL MEDIA & DIGITAL MARKETING
Moderator: Viki Vamiedaki – Journalist
11:00-11:45 – Department of Tourism Studies – University of Piraeus | The University of Piraeus Shows the Way for the Tourism of Tomorrow
Sustainability, Destination Governance & Digital Innovation
Session 3: Digital Transformation in Tourism & Hospitality – Innovation & Smart Tools
Presentations of applied projects and a workshop on digital transformation with practical tools/solutions for businesses and destinations.
12:00-13:00 – Social Media for HORECA Businesses: What Actually Brings Bookings (Panel)
Moderator: Penny Georgakopoulou – Founder, Smart Ideas
Speakers:
Maria Theofilopoulou – Social Media Manager, Mariner
Michalis Ikoutas – Managing Partner, Three Sixty Marketing
Vasilis Polyzos – Co-Founder / Managing Director, THE VSCOPE
13:00-13:30 – From the Post to the Booking: A Real Digital Funnel for a Hotel (Case Study)
Speaker: Giorgos Giannios – Business Partner, Reload
13:30-14:30 – Digital Marketing Stack for Hotels: Website, SEO, Ads & Analytics (Panel)
Moderator: Alexandros Filiopoulos, Instructor at IEK DELTA
Speakers:
Dimitris Serifis, CEO of Nelios; Christos Ditoras, Digital Marketing Manager at Mercan Capital Greece; Stathis Katsoulas, Web Developer & SEO Expert at WEB In Tourism.
14:30-15:00 – Reputation Management & Online Reviews: The New Showcase of the Business (Expert Talk)
Speaker: Stavros Malamas – Business Development Manager, GuestFlip
15:00-15:30 – Social Media for Restaurants & Cafés: How to Make the Experience Go Viral (Workshop)
Speakers:
Tina Michailidou – Founder, GR8 Communications
Giorgos Tokidis – Business Support for HORECA
15:30-16:30 – How to Build a 12-Month Content Strategy for a HORECA Business (Workshop)
Speakers:
Margarita Machaira – Associate Client Service Director
Nikos Peggaras – Content Curator, travelworks public relations
16:30-17:00 – Digital Marketing Without Waste: How to Measure ROI (Expert Talk)
Speaker: Dimitris Mathioudakis – Co-founder, Mind The Ad
MONDAY 16/02/2026
ONLINE SALES
Moderator: Viki Vamiedaki – Journalist
12:00-13:00 – Viva.com Expert Session
Speaker:
Giorgos Dourlias – Chief Revenue & Marketing Officer
13:00-14:00 – Online Sales for Hotels: Direct Bookings vs OTAs (Panel)
Moderator: Viki Vamiedaki – Journalist
Speakers:
Markos Georgiou Managing Director at Loguers, Marios Kounelis Chief Sales Officer at webhotelier primalres, Vicky Dorzioti Executive Director at Axia Hospitality, Thodoris Katsimpras COO of BookOnlineNow
14:00-14:30 – How a Hotel Increased Its Direct Sales (Case Study)
Speaker:
Marios Gryparis – Owner, Hotel Ninemia Stay & Play, Karpenisi
14:30-15:15 – Financing Tools for HORECA Businesses in 2026 (Panel)
Moderator: Viki Tryfona – Journalist, Power Game
Speakers:
Kostas Vamvakas – CEO, VK PREMIUM Business Development Consultants
Paris Geronikolos – Director, Investment Funding Services, Diadikasia
15:00-16:00 – Investments, Renovations & Development of Hotel Units (Panel)
Moderator: Viki Vamiedaki – Journalist
Speakers:
Nikos Varanakis, Owner of Varanakis; Vasilis Zymnis, Director of Development Programs at Revival Consulting Services
16:00-17:00 – HoReCa Growth Playbook: From Brand to Financing and Europe (Panel)
Moderator: Garyfallia Tabaki – Innovation Consultant in Tourism, Shipping & Agri-food – EEN Hellas | NCP Horizon Europe (MSCA)
Speakers:
Katerina Saridaki Startup Acceleration Programs Director at CapsuleT, Georgios Avatangelos Commercial Banking Senior Director, Agricultural Entrepreneurship Centers, Piraeus Bank, Nikiforos Kritikos Co‑founder & CEO of iSPACE, Anastasia Sarchosoglou Project Manager for the Enterprise Europe Network at the National Documentation Centre (EKT) Innovation Consultant in Agri‑food and Coordinator of EEN Hellas.
