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This award will be attributed to a new concept, new service or a particular initiative of a group, brand, or hotel which reflects the capacity of this sector to innovate and to renew itself. This concept presents a vision of comfort and/or a better quality of service for guests in terms of design, spatial planning, technology and services, conference rooms, etc.

The candidates will be evaluated according to the following criteria:  

1. The innovative aspects in terms of design, architecture, service quality compared to the implementation costs

2. The capacity to develop or extend the scope of this new concept or to integrate it to the brand strategy.

3. Efficiency of the actions implemented in terms of revenue, brand recognition etc.