Launched in 2014, the Sustainable Hospitality Challenge (SHC) is a visionary initiative by Hotelschool The Hague, aimed at revolutionizing the hospitality industry through sustainability and innovation. SHC serves as a dynamic platform that encourages innovative approaches to hospitality, fostering a global community of forward-thinking students and industry leaders.
Over the years, SHC has evolved into a significant global initiative, known for its ‘Shark Tank’-style competition where students from over 75 top hospitality, technology and design universities worldwide present investable products ready for market integration. Through collaboration and competition, SHC aims to promote, create, and stimulate investments in sustainable solutions, shaping the future of hospitality.
Recognized as the biggest student challenge in the hospitality industry, SHC is embraced by CEOs of major hotel chains, top universities, and leading sustainable and tourism organizations around the world.
Tailored approach
We always strive to tailor our approach to the individual needs of each university and each participant to ensure that no matter the circumstances all students have an equal chance at getting their ideas to the big stage.
Multidisciplinary
We are the only student challenge that brings students from Hospitality and Business Management schools as well as Technology and Design universities together.
Global
We are organizing Regional Semi Finals on three different continents. The Finals are integrated into the prestigious Future Hospitality Summit, a prominent industry conference held in Dubai.
Paul Griep
Founder of Sustainable Hospitality Challenge Director Industry Relations & Alumni Hotelschool The Hague
Paul is the founder of SHC and serves as the Director of Industry & Alumni Relations for Hotelschool The Hague. With a rich background in global corporate hotel chains and entrepreneurial ventures, Paul envisioned SHC as a meaningful platform that places the student journey as its core, driving sustainability and innovation in hospitality.
In 2019, he was joined by Stella Van Toor, who took on the role of general manager of SHC. Together, they have steered the organization from hosting events solely in Amsterdam at Hotelschool The Hague Campus to global stages around the world. Their vision does not stop here; there are still differences to be made and students to empower. Their shared vision is to turn SHC into tangible impact, and foster greater equality for the next generation worldwide.
General Manager of SHC
The SHC operates on an annual basis, spanning approximately 6-9 months, and is designed to engage students from leading hospitality, design and tech universities worldwide. The competition begins with online qualifications, where teams prepare and send over their project briefs. Regional universities then compete in three global semi-finals held across different continents. Winners from these semi-finals secure coveted spots in the finals, hosted at the FHS World, a prestigious hospitality investment conference in Dubai UAE. The competition structure is designed to be manageable alongside students’ academic commitments, typically attracting participants in their second or third year of bachelor’s studies as well as master’s students, though recruitment decisions are left to individual universities.
Each SHC edition is unique, so the above details might change yearly, and registered teams are informed of the exact edition details accordingly.
Participating in SHC offers students a transformative learning journey. Beyond developing innovative solutions, participants benefit from extensive support including free workshops, lectures, and personalized coaching for each team. This comprehensive support covers essential skills like public speaking, finance, marketing, and entrepreneurship, ensuring teams are well-prepared for the ‘Shark Tank’-style final pitches and Q&A.
SHC also provides unparalleled networking opportunities. Thanks to generous sponsors and partners, participants can network with industry leaders and peers from around the globe, forging lifelong connections and potentially accessing internships, scholarships, and career opportunities.
SHC isn’t just for students—it’s also an excellent opportunity for tutors to network with global colleagues and industry experts. By engaging with SHC, tutors can contribute to shaping the next generation of hospitality leaders while expanding their own professional network.
Join us in the Sustainable Hospitality Challenge and be part of shaping a sustainable and inclusive future for the global hospitality industry.
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Hotelschool The Hague
The school is the proud founder of the Sustainable Hospitality Challenge. Hotelschool The Hague is one of the oldest independent hotel schools in the world, with two campuses, one in The Hague and one in Amsterdam, and more than 2850 students and 250 employees. The school offers a four-year Bachelor of Arts in Hospitality Management, a Fast-Track Bachelor of Arts in Hospitality Management, a 13-month Master of Business Administration in International Hospitality Management, a Master in Leading Hotel Transformation, and a Professional Doctorate Programme in Leisure, Tourism & Hospitality. Hotelschool The Hague has been voted the best public hotel school in The Netherlands since 2014 and ranks among the top hospitality management schools worldwide according to QS World University Rankings.
NEOM
NEOM is a new vision of what the future could be. It’s an attempt to do something that’s never been done before and it’s coming at a time when the world needs fresh thinking and new solutions. Simply put, NEOM will be a destination, a home for people who dream big and want to be part of building a new model for sustainable living, working and prospering.
The Bench
The Bench has established a legacy for delivering world-leading investment forums and conferences in Europe, Africa, the Middle East, and Latin America. The key principle behind these platforms has remained ‘dealmaking’. Transforming the way business connect, Bench has developed a reputation for creating innovative and high-impact meeting spaces for the industry.
The Future Hospitality Summit (FHS World)
is a leading global event in the hospitality industry that focuses on shaping the future of travel and tourism. It brings together industry leaders, innovators, and experts to discuss emerging technologies, sustainability, changing consumer expectations, and strategies for addressing challenges. With a focus on addressing the ever-evolving demands of the travel landscape, the summit serves as a catalyst for transformation and growth in the industry. By connecting like-minded professionals and fostering collaboration, the event plays a pivotal role in driving innovation and ensuring a sustainable and prosperous future for the global hospitality sector.
Mews
Mews is the leading platform for the new era of hospitality. Powering over 5,000 customers across more than 85 countries, Mews Hospitality Cloud is designed to streamline operations for modern hoteliers, transform the guest experience and create more profitable businesses. Customers include Generator-Freehand, The Strawberry Group, The Social Hub and Airelles. Mews was named Best PMS (2024) and listed among the Best Place to Work in Hotel Tech (2021, 2022, 2024) by Hotel Tech Report, as well as World’s Best Hotel PMS Provider (2023) and World’s Best Independent Hotel PMS Provider (2022, 2023) by World Travel Tech Awards. The company has offices in Europe, the United States and Australia.
Guest Supply
Guest Supply is an industry leader providing hospitality supplies, serving the world’s top hotel chains and independent properties for over 40 years as a full-spectrum distribution solution. A wholly owned subsidiary of Sysco Food, a $55 billion Forbes Global Fortune 200 company, their service-centric approach and robust supply chain and distribution network allow them to provide in-demand products and programs to meet their customers’ needs.
The World Sustainable Hospitality Alliance
The World Sustainable Hospitality Alliance brings together engaged hospitality companies and uses the collective power of the industry to deliver impact locally and on a global scale. They work with leading hospitality companies and strategic partners to address key challenges affecting our planet and its people, and develop free practical resources and programmes to enable the wider industry to operate responsibly and grow sustainably. Their members make up 25% of the global hotel industry by rooms and include 14 world-leading hotel companies with a combined reach of over 30,000 properties and 4.5 million rooms.
UN Tourism
UN Tourism is the United Nations specialized agency fostering tourism as a vehicle for equal, inclusive, and sustainable development. Working with its 160 Member States, international organizations and the private sector, UN Tourism promotes safe and seamless travel for all. UN Tourism also works to make tourism the foundation of trust and international cooperation and a central pillar of growth and opportunity. As part of the wider UN system, UN Tourism is at the forefront of global efforts to achieve the 2030 Agenda for Sustainable Development, including through its ability to create decent jobs, promote equality and preserve natural and cultural heritage.
World Travel and
Tourism Council
WTTC is a membership organisation representing the leaders of the global travel and tourism industry. WTTC is a forum for global business leaders comprising presidents, chairs and CEOs of 100 of the world’s foremost companies. It is the only body representing the private sector in all parts of the Travel & Tourism industry worldwide. WTTC’s mission is to raise awareness of the full economic impact of Travel & Tourism, the world’s largest generator of wealth and employment, which accounts for 200 million jobs and over 10 per cent of global GDP. Governments are encouraged to unlock the industry’s potential by adopting policy framework for sustainable tourism development.
Caribbean Tourism Organization (CTO)
The Caribbean Tourism Organization (CTO) is the region’s leading tourism development agency, representing the diverse interests of 24 Caribbean countries and territories. CTO promotes sustainable tourism development and fosters cooperation among member countries to enhance the region’s competitiveness in the global tourism market.