Theme 2016 – Surfing the Silver Wave

“The Agenda for the Future”, consisting of the 7 pillars; Water, Power, Food, Pollution, Changing Markets, Health & Care and Education, has been a topic during the EMCup for a few years now. We all know that the world population is expected to grow to 9 billion in 2050, but do we also know the demographics of this population and the influence this has on our industry?

The ageing of the population is one of the most important trends determining the living and working conditions of the future. Within 35 years, there will be more people alive older than 60 than there will be people younger than 15. During most of the 21st century, the people over 60 will be the fastest-growing consumer group in the world. This “Agequake” influences the business models of various industries such as health & care, retail, technology and hospitality. Luckily, it also brings plenty of opportunities!

Research by Barclays shows that the over 65s added £37 billion to the UK economy through spending on the Hospitality & Leisure sector in 2014. They contributed over a third (36%) more than the average consumer and 27% more than the 35 to 54 year olds, who are the second biggest spending generation. Despite this, the report reveals that the UK Hospitality & leisure Sector has missed out on at least £16 billion in additional revenues by underestimating the spending power of this generation in the last year.

It’s time to understand the needs of the ageing population, so our industry can cater to this important age group! It is an extraordinary business opportunity, for those who dare to look ahead and make timely adjustments. And that is exactly what the 2016 EMCup will challenge you to think about!

EMCup 2016 – Top 3

Winner EMCup 2016
Tio University of Applied Sciences

Second Price
Shannon College of Hotel Management

Third Price
Glion Institute of Higher Education

Winner in the following categories

Best Rumour Around the Brand
Turisme i Direcció Hotelera – Universitat Autònoma de Barcelona

Best Introduction Movie
Westminster Kingsway College

Best Pitch
Tio University of Applied Sciences

Best Idea
Paul Fitzsimons – Dublin Institute of Technology
Daniel Raap – Hotel Management School Maastricht
Thuy Linh To – Lapland University of Applied Sciences
Jakob Portenlänger – Schweizerische Hotelfachschule Luzern
Eva Lopez Filella – Turisme i Direcció Hotelera – Universitat Autònoma de Barcelona
Magdalena Prša – VERN’ University of Applied Sciences

Best Paper
WIHOGA – Wirtschaftsschulen für Hotellerie und Gastronomie

Best Case
Shannon College of Hotel Management

Participating Schools