EMCUP 2024

When Artificial Intelligence meets Human Intelligence

The rise of a new generation

February 4th & 5th 2024 – 16th edition | Maastricht (NL)

Theme EMCup 2024

Artificial Intelligence (AI) has brought significant advancements to various industries, and the hospitality sector is no exception. With its ability to process vast amounts of data, analyse patterns, and make intelligent decisions, AI is revolutionising our industry’s playing field.

One of the key benefits of AI in hospitality is enhanced customer service and guest experience by hyper personalisation. AI-powered chatbots and virtual assistants can handle inquiries and complaints, ensuring round-the-clock support. By analysing customer preferences and behaviour, AI algorithms can suggest tailored offers, services, and amenities, improving overall guest satisfaction.

In addition, AI is streamlining operations and optimising resource allocation. AI-powered systems can efficiently manage inventory, track demand patterns, and automate routine tasks such as room cleaning and maintenance. This results in improved operational efficiency, cost reduction, and better utilisation of staff resources. AI-driven data analytics provides valuable insights into customer trends, market demands, and competitor analysis. This information enables hospitality businesses to make informed decisions, develop targeted marketing strategies, and identify new business opportunities. The benefits are endless…

While AI undoubtedly offers numerous advantages, allowing employees to spend less time on mundane tasks and come up with new ways of staying in touch with guests, no matter how sophisticated, artificial intelligence systems still need human oversight. Can this disruption win over both the digital brain and the analog heart?

Created by AI, edited by a human.



  • FH Wien der WKW University of Applied Sciences for Management & Communication
  • VIVES University of Applied Sciences Bruges
  • Aspira University of Applied Sciences
  • University College of Northern Denmark (UCN)
  • University of Tartu Pärnu College
  • Laurea University of Applied Sciences
  • Haaga-Helia University of Applied Sciences
  • Lyfe Institute
  • Escola de Hotelaria e Turismo do Porto e Escola de Hotelaria e Turismo de Lisboa
  • University of Primorska Faculty of tourism studies -TURISTICA
  • Centro Superior de Hostelería de Galicia
  • CETT: Barcelona School of Tourism, Hospitality and Gastronomy
  • EHL Swiss School of Tourism and Hospitality
  • HIM Hotel Institute Montreux
  • Glion Institute of Higher Education
  • HTMi Hotel and Tourism Management Institute Switzerland
  • Les Roches Global Hospitality Education
  • SHL Schweizerische Hotelfachschule Luzern
  • Breda University of Applied Sciences
  • Tio Business School
  • Hotel Management School Maastricht
  • Hotel Management School NHL Stenden
  • Saxion University of Applied Sciences
  • Manchester Metropolitan University
  • Sheffield Hallam University
  • University of East London
  • Shannon College of Hotel Management
  • Technological University DUBLIN, Ireland