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HIP 2025 has once again become the reference point for the Hospitality sector, bringing together industry leaders around innovation, digitalisation and technology applied to management. Over three days at IFEMA Madrid, we shared experiences, discovered trends and showed how AI, automation and a unified CRM are transforming the sector.
From Cover, we experienced a very special edition, with a stand that became a hub of innovation, strategic conversations and live demonstrations. But we didn't just exhibit: we also participated in key roundtables, organised the CoverParty and celebrated the 2nd edition of the Premios Faro.
Our value proposition at HIP 2025
At our stand, we presented the solutions that are redefining reservations management, events and customer loyalty. Three key pillars defined our presence at the fair.
Reservations and events on a single platform
The unification of gastronomy and leisure management in a single solution has been one of the sector's greatest demands. Many businesses still manage restaurants and events with separate tools, which creates operational inefficiencies. At Cover, we demonstrated how to integrate reservations and ticketing on a single platform, enabling full control of operations.
AI and automation to improve efficiency
Optimising occupancy and predicting demand have become top priorities for businesses. Attendees showed great interest in tools that reduce manual workload and improve profitability. In our live demonstrations, we showed how AI can automate processes such as table allocation and availability management, cutting time and improving the customer experience.
360° CRM to understand and retain customers
In a digitalised environment, customer data has become the most valuable asset for Hospitality businesses. We presented our unified CRM, which allows customer information to be centralised across their entire gastronomy and leisure experience. With a complete view of the customer, businesses can design more effective loyalty strategies and personalise their services.
Cover on stage: our roundtables at HIP 2025
Beyond the exhibition space, Cover's presence at HIP 2025 extended to strategic debates about the future of the sector. Throughout the event, we participated in two roundtables that examined how digitalisation and technology are transforming Hospitality.
"The Butterfly Effect": How digitalisation impacts different areas of the hospitality business
A panel moderated by Federico Fritzsch, CEO of Gstock, exploring how a strong digital strategy can improve profitability and optimise operations in hospitality businesses. In addition, José Antonio Pérez Moral, CEO of Cover, presented a real success story, demonstrating how efficient digital management can transform the daily operations of a restaurant.
"Technology, Nightlife and Tourism: A Perfect Symphony": The role of technology in the tourism and nightlife sector
This debate examined how the integration of digital tools is improving leisure offerings and attracting more customers. Cristina Pineda, Operations Sales Manager at Cover, explained how technology is helping tourist destinations offer more appealing experiences and manage their leisure spaces more effectively. The conversation highlighted the importance of restaurants and nightlife venues adopting technological solutions to optimise their operations and build customer loyalty.
Our participation in these roundtables allowed us to share our knowledge with other industry leaders and to highlight Cover's commitment to the digitalisation of the sector.
CoverParty and Premios Faro: innovation and recognition in Hospitality
The CoverParty was the most anticipated afterwork event of HIP
An exclusive event where we gathered with our clients and partners in a relaxed atmosphere. A networking space where we shared experiences and connected with some of the most influential professionals in the sector.
The 2nd Edition of the Premios Faro: recognising innovation in Hospitality
Through these awards, we celebrate the businesses leading the digital transformation in Hospitality. Different categories were awarded reflecting the evolution of the sector, from the best systems integration to the best creator of nightlife experiences.
The ceremony was hosted by Dani del Toro and Beatriz Solano, who brought dynamism and excitement to the event. In addition, the participation of our strategic partners and a top-tier jury consolidated the relevance of the Premios Faro within the sector.
Conclusion: HIP 2025 is just the beginning
The digitalisation of Hospitality has moved beyond being a trend to become a necessity. The transformation of the sector is accelerating and technology is the primary driver of change.
HIP 2025 has confirmed that the industry is ready to make the leap towards more efficient, automated and customer-experience-centred management. From Cover, we continue to develop solutions that enable hospitality and leisure businesses to optimise their operations, build customer loyalty and maximise profitability.
