Hamburg, Germany – The future of hospitality is being shaped by a wave of innovation, from robotic kitchens to immersive dining experiences, as industry leaders gathered for the “Innovation Tour 2026” in Hamburg. The tour, organized by the German Hotel and Restaurant Association (Dehoga), offered a glimpse into how technology and evolving consumer preferences are redefining the restaurant and hotel landscape. The event, held ahead of the Internorga trade fair, highlighted the increasing importance of automation, digitalization, and new experiential formats in a sector facing ongoing challenges.
Digital and hospitality expert Michi Kuriat and Dehoga’s newly appointed CEO, Jana Schimke, welcomed participants to the east Hotel Hamburg, setting the stage for a series of site visits designed to showcase cutting-edge concepts. The tour wasn’t simply about showcasing gadgets. it was about demonstrating how these technologies are being integrated into real-world operations and impacting the bottom line. Roland Koch, the hotel’s owner, shared that approximately 60% of bookings now come directly through the hotel’s website, with an additional 5% facilitated by an automated chatbot – a testament to the growing power of direct-to-consumer strategies.
The Rise of Robotic Kitchens and Data-Driven Operations
One of the most striking examples of technological advancement came at GoodBytz, a young tech company pioneering robotic kitchens. Felix Weyhe, a representative from GoodBytz, explained how the company initially tested its technology through a ghost kitchen concept, “From Umami with Love.” Remarkably, without significant marketing investment, the concept achieved high customer ratings, ranking among the top 15% of delivery restaurants on Lieferando, a popular German food delivery service. This real-world operational experience proved invaluable in refining the robotic kitchen technology, demonstrating the power of iterative development and customer feedback.
Reimagining Retail and Dining at Westfield Überseequartier
The tour also explored the evolving landscape of retail and dining at the Westfield Hamburg-Überseequartier, a major new development in the German commercial sector. Here, the focus shifted to innovative formats and the challenges of creating compelling consumer experiences. The Avocado Reveal, a Dutch concept that initially gained traction on social media, offered a cautionary tale. Despite early hype, the concept filed for insolvency before the Westfield center even opened. However, the Hamburg location represents a last-ditch effort and a reboot under new leadership, led by Dirk Hennings. Hennings emphasized the need for a renewed focus on operational excellence, streamlined inventory management, and a more realistic assessment of demand and scalability – lessons learned from the initial, rapid expansion.
The integration of entertainment and dining was also on display at the Golden Sea Bar within the Kinopolis cinema complex. The bar utilizes digital ordering systems and pre-sales mechanisms to boost food and beverage revenue, demonstrating how technology can enhance the overall entertainment experience.
Experiential Gastronomy and Brand Identity
The tour highlighted the growing trend of experiential gastronomy, with stops at Pesca – Theatre of Fish, a Dutch concept known for its immersive and interactive dining experience, and the Pellicano Bar, part of The Bellezza Group from Munich. Pesca’s success hinges on creating a theatrical atmosphere, but the tour underscored the need for continuous adaptation to local markets, such as adding daytime offerings to improve utilization in Hamburg. The Pellicano Bar exemplified how strong brand identity, design, and culinary excellence can be interwoven to create an emotionally resonant hospitality experience.
A visit to the Conrad Hamburg provided insights into the international hotel sector, showcasing how design, spatial concepts, and the overall guest experience are increasingly central to brand positioning. The hotel’s focus on creating a luxurious and comfortable environment reflects a broader industry trend towards prioritizing guest well-being and creating memorable stays.
Casual Fine Dining and Local Adaptation at Chefs Warehouse
The Innovation Tour concluded at the recently opened Chefs Warehouse Hamburg in the Speicherstadt district. Lina Koch, the restaurant’s managing director, shared insights into the concept, which blends casual fine dining with a sharing-style approach. While inspired by the original South African Chefs Warehouse brand, the Hamburg location is designed as a distinct interpretation, adapting signature dishes like oysters and risotto to local tastes. Koch emphasized the flexibility within the licensing model, allowing for site-specific customization of the menu, design, and service while maintaining the core brand DNA and quality standards. “We’re focused on a hospitality approach that prioritizes personal, authentic guest interaction,” she said.
The Innovation Tour 2026 offered a compelling snapshot of the forces reshaping the hospitality industry. The emphasis on technology, data-driven decision-making, and experiential dining signals a shift towards a more dynamic and customer-centric future. The next major event for the industry will be the Internorga trade fair, scheduled to take place in Hamburg from March 12-15, 2026, where further innovations and trends are expected to be unveiled. More information about Internorga can be found on their official website.
What innovations are you most excited to witness in the hospitality industry? Share your thoughts in the comments below.
