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This trophy rewards a new service or an initiative of a group, a brand or a property, that demonstrates the hospitality sector's ability to innovate and improve the guest experience outside of the accommodation itself. This may concern catering, entertainment, bar, room-service, fitness and well-being, meetings & incentives, outdoor activities...

The candidates will be evaluated according to the following criteria:

1. Innovative aspects in terms of quality of service in relation to the cost of implementation

2. Ability to create an innovative and engaging experience for customers at one or all stages of their journey

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