36 reputable international Hotel Management Schools, from 16 different European countries participated in the 12th edition of the European Mise en Place Cup. They gathered in Maastricht to share their vision on the theme “Battle of the brands – Will hotel chains survive, in the battle for guest loyalty”. This theme focuses on the current and future curriculum of the Hotel Management Schools. Hotel Management Schools play an essential role in the development of the industry, as they educate the industry leaders of the future. This made us wonder: what would hospitality management education look like if industry professionals and students would re-design the curriculum? The students were judged by the Business Jury, consisting of more than 80 hospitality professionals from more than 44 different companies.

The teams of students conducted several assignments prior to the competition. They had to set-up a social media campaign to increase brand awareness on the EMCup and its theme. In addition, the 36 teams wrote an academic paper which was graded by the Business Jury members.

Moreover, the teams pitched their academic paper during the competition days. Furthermore, they worked on a case which was pitched as well, while keeping the jury’s feedback in mind. All these elements were part of the ranking of the top 18. The top 18 battled in debates and the winners – top 9 – got the opportunity to elaborate on their case and presented their ideas to a large audience on stage at MECC Maastricht. The students showed how the hospitality industry can provide lifelong learning to retain employees within the industry.

The programme was moderated by trainers from Q-staff, who gave training on behavioural styles and a workshop on personal branding as well. Next to that, Keynote Speaker Wouter de Vries gave a presentation related to the theme.

The participating students had another important mission besides the competition; building a professional network. A rotating networking dinner took place at Hotel Management School Maastricht on the first competition day to stimulate interaction amongst the participants, where all partners hosted a table. Furthermore, an interactive session took place where the students could ask for advice from professionals in an informal atmosphere. The competition ended with an award dinner in the Rebelle in Maastricht.

• First Place / winner: Breda University of Applied Sciences
• Second Place: Manchester Metropolitan University – Faculty of Business & Law
• Third Place: University College of Northern Denmark 
• Best Introduction movie: Luxury Hotelschool Paris
• Best Rumour around the brand: University College of Northern Denmark
• Best Academic Paper: University College of Northern Denmark
• Best Pitch – Paper: Hotelfachschule Heidelberg
• Best Pitch – Case: Manchester Metropolitan University – Faculty of Business and Law
• Best Debate: Stenden Hotel Management School
• Best Idea: Best Idea Team #11:
  Sahra Mami – FHWien GmbH, Institut für Tourismus & Hospitality Management
  Marika Psyysoja – Lapland University of Applied Sciences
  Ana-Victoria Vârlan – Stenden Hotel Management School
  Mia Louise Møberg Plesner – University College of Northern Denmark
  Niklas Kropp – University of Applied Sciences Bremerhaven
• Best Networkers: Hotelfachschule Heidelberg
• Best Team Spirit: Budapest Business School – University of Applied Sciences
• Resume Application Award: Adnan Kulenovic – HTMi, Hotel and Tourism Management Institute