CategoryHospitality
GUEXT, the Exhibition of Suppliers and Services for the Hospitality Sector
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About this event
GUEXT, the Exhibition of Suppliers and Services for the Hospitality Sector
GUEXT 2026 is an international trade show focused on the hospitality industry, bringing together suppliers and service providers that support hotels, restaurants, cafés, and foodservice operators with products, solutions, and specialized industry know-how.
The event will take place on 15–17 October 2026 at IFEMA MADRID in Madrid, Spain.
What the show is about
GUEXT positions itself as a meeting point between hospitality professionals and companies offering the tools and services required to operate, upgrade, and differentiate hospitality businesses. It is designed to support commercial conversations around procurement categories and operational services—covering both the “front of house” experience and the operational backbone of foodservice and venue management.
Key sectors covered
Based on the event’s official sector listings, the exhibition includes the following industry areas:
- Foodservice Equipament
- Tableware
- Hospitality, Interiors & Design
- Tech & Digital
- Coffee, Tea & Bakery Experience
- Delivery & Packaging
- Wellness & Gym
- Guext Innovation
Who attends (high-level)
The show is presented for visitors and includes a professional registration pathway, indicating an audience made up of hospitality decision-makers and industry buyers. While specific attendee profiles are not detailed in the provided page text, the event’s positioning as a hospitality suppliers and services exhibition strongly suggests that attendees include hospitality operators, owners, procurement stakeholders, and professional teams responsible for venue operations and guest experience.
Why this trade show matters for hospitality suppliers
For hospitality brands and suppliers, GUEXT is structured to create industry visibility in Madrid and across international markets, with categories that map directly to what hospitality establishments need—equipment, design and interiors, tableware, digital and technology solutions, and service-related categories such as delivery/packaging and wellness facilities. The inclusion of Guext Innovation also signals that the show supports forward-looking product and solution discovery within the sector.
Event details (official)
| Event name | GUEXT 2026 |
|---|---|
| Theme | The exhibition of suppliers and services for the hospitality sector |
| Date | 15–17 October 2026 |
| Venue | IFEMA MADRID |
| City & Country | Madrid, Spain |
If you’d like, we can also tailor a buyer-attendee research brief for GUEXT based on your specific product category (equipment, tableware, design/interiors, tech/digital, coffee/tea/bakery solutions, delivery/packaging, or wellness/gym solutions) to identify the best-fit buyer roles and hospitality segments to prioritize.
Data sheet
GUEXT, the Exhibition of Suppliers and Services for the Hospitality Sector – Event Attendee & Buyer Profile Analysis
Event Date: 15–17 October 2026
Location: IFEMA MADRID, Madrid, Spain
Event Status: Upcoming
Research Date: 1 July 2026
Event Overview
| Event Name | GUEXT, the Exhibition of Suppliers and Services for the Hospitality Sector |
|---|---|
| Event Date | 15–17 October 2026 |
| Event Status | Upcoming |
| Venue | IFEMA MADRID |
| City | Madrid |
| State / Region | Community of Madrid |
| Country | Spain |
| Organizer | IFEMA MADRID |
| Official Event Website | ifema.es/en/guext |
| Event Type | Trade show / B2B exhibition |
| Primary Category | Hospitality |
| Secondary Applicable Categories | Food & Beverages; Home & Office; Business Services; IT & Technology |
| Audience Reach | National with international trade relevance |
| Estimated Attendance / Expected Footfall | Attendance figure not publicly confirmed by the organizer. |
| Attendance Data Reliability | Low to Medium; official event page confirms dates and sectors, but no public attendance total was provided in the supplied source text. |
| Main Purpose of Event | To connect hospitality operators and buyers with suppliers of equipment, services, design, technology, delivery, packaging, wellness, and foodservice solutions. |
About the Event
GUEXT is an international hospitality suppliers and services trade show held at IFEMA MADRID. The event is positioned as a business platform for the hospitality ecosystem, bringing together solution providers and decision-makers across foodservice equipment, tableware, interiors and design, technology, delivery and packaging, coffee/tea/bakery, and wellness/gym services.
The event matters because hospitality purchasing is highly cross-functional: operators, procurement teams, technical buyers, facility managers, and commercial leaders all influence supplier selection. That makes GUEXT relevant for B2B sales, channel partnerships, sourcing, product launches, and attendee list building focused on hotels, restaurants, catering, leisure venues, and related service providers.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Hotel procurement teams | Hotel groups, resorts, boutique hotels, aparthotels | Own equipment, amenities, FF&E, and service sourcing decisions | Very high for furniture, technology, packaging, foodservice, and operational services |
| Restaurant and QSR operators | Restaurant chains, quick-service brands, franchisors | Influence on kitchen, tableware, packaging, and digital ordering purchases | High for foodservice equipment, delivery, packaging, and tech suppliers |
| Catering and contract foodservice buyers | Caterers, airport/hospital/education foodservice operators | Procurement and category management | High for equipment, consumables, logistics, and service providers |
| Food and beverage purchasing teams | Hotel F&B groups, restaurant groups, foodservice distributors | Ingredient, beverage, and supply purchasing | High for sourcing, distribution, and product suppliers |
| Facilities and operations leaders | Hospitality properties, leisure venues, managed venues | Influence maintenance, equipment, hygiene, and service contracts | High for FM, cleaning, energy, and operational suppliers |
| Technology and digital leaders | Hotel tech teams, POS providers, digital service operators | Evaluate software, automation, and guest experience tools | High for software, cloud, AI, payments, and integrations |
| Design and fit-out decision-makers | Interior designers, architects, project managers | Influence layouts, furnishings, and renovation sourcing | High for interiors, furniture, lighting, and materials |
| Distributors and wholesalers | Hospitality product distributors, HORECA wholesalers | Channel buying and portfolio expansion | High for manufacturers seeking resellers and regional partners |
| Owners and investors | Hotel owners, hospitality investment groups, family offices | Capex approval and strategic supplier selection | Medium to high for premium, renovation, and expansion solutions |
2. Event Location and Attendee Geographic Origin
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Host city: Madrid | High | High | Large hospitality, corporate, and venue ecosystem; strong local buyer density. |
| Community of Madrid | High | High | Hotel groups, restaurants, catering operators, and venue operators within commuting distance. |
| Nearby Spanish business hubs | Medium to high | Medium | Barcelona, Valencia, Bilbao, Seville, Málaga, and other major hospitality markets. |
| National Spain reach | High | High | The hospitality sector is geographically distributed across Spain’s tourism and urban markets. |
| International reach | Medium | Medium | Likely participation from European hospitality suppliers, distributors, and brands seeking Iberian market access. |
| Trade corridor relevance | Medium | Medium | Iberian and EU hospitality procurement corridors are relevant for channel partners and equipment suppliers. |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| National | Primary classification | Madrid is a national business hub and the event is positioned for the Spanish hospitality market. |
| Regional / International secondary reach | Supporting classification | IFEMA events typically attract adjacent European and international trade visitors, suppliers, and channel partners. |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| Meliá Hotels International | Hotel group | Large hospitality operator with ongoing needs in furnishings, guest services, tech, and procurement. | meliá.com | Procurement Director, VP Operations, Director of Procurement | Strong Market Fit, Attendance Not Confirmed |
| NH Hotel Group | Hotel group | Relevant for hotel operations, design, digital, and sourcing solutions. | nh-hotels.com | Head of Procurement, Operations Director, Category Manager | Strong Market Fit, Attendance Not Confirmed |
| Barceló Hotel Group | Hotel group | Potential buyer for guest experience, FF&E, and service providers. | barcelo.com | Procurement Manager, Facilities Director, Operations Director | Strong Market Fit, Attendance Not Confirmed |
| Riu Hotels & Resorts | Hotel group | High-volume hospitality operator with purchasing needs across multiple categories. | riu.com | Director of Procurement, Operations Manager, Supply Chain Manager | Strong Market Fit, Attendance Not Confirmed |
| Minor Hotels | Hotel group | Global hospitality operator likely to evaluate design, technology, and service suppliers. | minorhotels.com | VP Procurement, IT Director, Facilities Director | Strong Market Fit, Attendance Not Confirmed |
| Accor | Hotel group | Procurement, operations, and digital buyer profile matches the event’s supplier mix. | accor.com | Procurement Lead, Operations Director, Digital Experience Manager | Strong Market Fit, Attendance Not Confirmed |
| Paradores de Turismo de España | State-backed hotel operator | Public-sector hospitality operator with procurement and renovation needs. | paradores.es | Contracting Officer, Procurement Manager, Facilities Director | Strong Market Fit, Attendance Not Confirmed |
| Restalia | Restaurant/franchise group | Relevant for packaging, equipment, sourcing, and franchise operations. | restalia.com | Category Manager, Procurement Manager, Operations Director | Strong Market Fit, Attendance Not Confirmed |
| Pans & Company | Restaurant chain | Foodservice and packaging procurement profile aligns with the show’s offer. | panscompany.com | Purchasing Manager, Supply Chain Manager, Operations Manager | Strong Market Fit, Attendance Not Confirmed |
| Areas | Travel plaza / foodservice operator | Needs equipment, packaging, cleaning, and digital ordering solutions. | areas.com | Director of Procurement, Operations Director, Category Buyer | Strong Market Fit, Attendance Not Confirmed |
| Eurest Spain | Contract catering operator | Potential buyer for kitchen equipment, consumables, and service contracts. | eurest.es | Procurement Manager, Operations Director, Foodservice Director | Strong Market Fit, Attendance Not Confirmed |
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Chief Procurement Officer / VP Procurement | Procurement | C-level / VP | Owns sourcing strategy, vendor selection, and contract approvals. |
| 2 | Director of Procurement / Procurement Manager | Procurement | Director / Manager | Day-to-day buying authority across equipment, supplies, and services. |
| 3 | Strategic Sourcing Manager / Category Manager | Sourcing | Manager | Evaluates suppliers by category and negotiates commercial terms. |
| 4 | Supply Chain Director / Supply Chain Manager | Supply Chain | Director / Manager | Manages vendor continuity, logistics, replenishment, and service levels. |
| 5 | Operations Director / General Manager | Operations | Director / Senior Manager | Influences operational solutions, service partners, and capex prioritization. |
| 6 | Facilities Director / FM Manager | Facilities | Director / Manager | Relevant for maintenance, hygiene, utilities, and workplace/hospitality infrastructure. |
| 7 | IT Director / CIO / CTO | IT / Digital | Director / Executive | Owns digital guest experience, POS, integration, analytics, and automation decisions. |
| 8 | Business Development Director / Partnerships Director | Commercial / Partnerships | Director | Identifies supplier partnerships, franchise opportunities, and channel growth. |
| 9 | F&B Director / Executive Chef / Culinary Operations | Food & Beverage | Senior Manager / Director | Directly influences kitchen equipment, tableware, and product standards. |
| 10 | Merchandising / Buying Manager | Buying / Merchandising | Manager | Important for hospitality retail, amenities, and branded product purchasing. |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Hospitality | Direct sector match for the event’s buyer base. | Hotels, resorts, venues, and hospitality groups |
| 2 | Restaurants | Relevant for foodservice, tableware, packaging, and tech. | Restaurant chains and franchisors |
| 3 | Food & Beverages | Core to hospitality sourcing and consumer-facing demand. | F&B operators, distributors, and sourcing teams |
| 4 | Logistics & Supply Chain | Important for delivery, replenishment, and procurement flows. | Distributors, wholesalers, and contract operators |
| 5 | Information Technology & Services | Digital guest experience, POS, automation, and analytics buyers. | Hospitality tech and integration buyers |
| 6 | Consumer Goods | Amenities, packaging, tableware, and branded product procurement. | Amenity, packaging, and product sourcing |
| 7 | Facilities Services | Relevant for maintenance, cleaning, and operational support. | Property operations and FM buyers |
| 8 | Design | Aligned with interiors, fit-out, and renovation sourcing. | Hospitality design and FF&E buyers |
| 9 | Wholesale | Channel partner and distributor focus for exhibitors. | Regional resellers and distributors |
| 10 | Consumer Services | Broader buyer profile for hospitality-related services. | Guest-facing service operators |
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | Not publicly confirmed | Unconfirmed | Organizer page provided in source text did not include attendance total | Use caution in list-size planning; confirm with organizer media kit if needed. |
| Exhibitor count | Not publicly confirmed | Unconfirmed | No exhibitor figure in supplied official text | Check exhibitor map / directory closer to event date. |
| Buyer count | Not publicly confirmed | Unconfirmed | No official buyer list provided in supplied text | Likely mixed professional visitor base across hospitality categories. |
| Speaker count | Not publicly confirmed | Unconfirmed | Agenda present on official site, but no count provided in supplied text | Likely useful for thought-leadership outreach if agenda is published. |
| Sponsor count | Not publicly confirmed | Unconfirmed | Sponsorships section exists on site, but counts were not provided | Monitor sponsor announcements for account-based marketing targets. |
| Historical attendance | Not publicly confirmed in supplied source text | Unavailable | Prior-year evidence not included in provided source content | Request organizer archive or press kit for validated historical metrics. |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Procurement | Consolidate vendors and reduce cost | Supplier qualification, category reviews, RFQ discussions | Procurement software, sourcing services, contract manufacturing |
| Technology | Improve guest experience and efficiency | Demo scheduling, product trials, integrations | POS, PMS, CRM, ordering, analytics, AI tools |
| Foodservice equipment | Replace or upgrade kitchen operations | Operations efficiency discussions, demo kitchens | Ovens, refrigeration, prep, warewashing, automation |
| Interiors & design | Refresh guest spaces and public areas | FF&E sourcing, renovation planning, design pitches | Furniture, lighting, surfaces, décor, fit-out |
| Delivery & packaging | Support take-away and last-mile service | Packaging trials and sustainability messaging | Packaging, containers, labels, logistics tools |
| Wellness & gym | Expand guest amenities and lifestyle offering | Partnership and amenity procurement discussions | Gym equipment, wellness services, amenity suppliers |
| Coffee, tea & bakery | Improve breakfast and beverage programs | Sampling, product education, menu partnership | Beverage solutions, bakery products, dispensers |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | Very High | The event directly targets hospitality suppliers and service buyers. |
| Decision-maker availability | High | Likely to attract procurement, operations, and senior commercial roles. |
| Data collection potential | Medium | Strong if registration or exhibitor directories are accessible; no public count confirmed in supplied text. |
| Apollo targeting potential | Very High | Clear industry and title alignment supports precise outbound targeting. |
| Geographic targeting potential | High | Spain-based hospitality market plus nearby Iberian and EU buyers. |
| Best outreach approach | Very High | Account-based outreach to hotel groups, restaurant chains, distributors, and procurement leaders. |
| Overall lead quality | High | Well-aligned B2B show for hospitality supplier and attendee-list campaigns. |
| Best use case | High | Lead generation, exhibitor prospecting, supplier outreach, and account mapping. |
| Limitations / risks | Medium | No public attendance total or current-year attendee list was confirmed in the supplied source text. |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Hospitality; Restaurants; Food & Beverages; Logistics & Supply Chain; Information Technology & Services; Facilities Services; Design; Wholesale; Consumer Goods | Align outreach with hospitality buyers and adjacent solution purchasers. |
| Departments | Procurement; Operations; Supply Chain; Food & Beverage; IT; Facilities; Commercial; Partnerships | Target decision-makers with direct buying influence. |
| Seniority | Manager; Director; VP; C-level; Owner | Focus on budget owners and strategic evaluators. |
| Job titles | Procurement Director, Procurement Manager, Head of Sourcing, Category Manager, Operations Director, Facilities Director, CIO, IT Director, F&B Director, Supply Chain Manager | High-intent titles aligned to hospitality purchasing. |
| Geography | Spain; Madrid; Barcelona; Valencia; Andalusia; broader Iberia; selected EU hospitality markets | Capture local and regional buyers with travel-ready relevance. |
| Employee size | 51–200; 201–500; 501–1,000; 1,001–5,000; 5,000+ | Covers mid-market operators through large multi-site groups. |
| Keywords | hospitality, hotel, restaurant, foodservice, procurement, sourcing, FF&E, PMS, POS, guest experience, catering, amenities, packaging | Improves keyword-based account and contact discovery. |
| Technologies | POS, PMS, CRM, ERP, eProcurement, booking tech, analytics platforms | Useful when selling software or integrations to hospitality operators. |
| Revenue range | €10M+ where available; prioritize larger multi-site operators | Skews toward organizations with active purchasing and renewal cycles. |
| Company type | Brands, operators, franchise groups, distributors, integrators, government-backed hospitality entities | Matches the supplier-to-buyer structure of the event. |
Suggested Apollo Search Logic: hospitality OR hotel OR restaurant OR foodservice OR catering AND (procurement OR sourcing OR purchasing OR operations OR facilities OR “supply chain” OR “food & beverage” OR IT OR “guest experience”) AND Spain OR Madrid. Add account filters for multi-site operators, franchise groups, and distributors.
Client Fit Review Required
Please share the client website or product/service details. I will review the client offering and identify the highest-fit buyer companies, Apollo industries, seniority levels, departments, and job titles from this event.
Sources & Verification Notes
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| IFEMA MADRID – GUEXT official page | Official organizer website | Event name, dates, venue, city, sector positioning, and main themes/sectors | Very High |
| IFEMA MADRID main website | Organizer / venue website | Organizer identity and venue confirmation | Very High |
| IFEMA MADRID events portal | Organizer portal | Context on event format and venue ecosystem | High |
| Supplied official page text | Primary source excerpt | Date range, sectors, navigation items, and official naming | Very High |
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Tell us your work email and our AI instantly builds a buyer list matched to GUEXT, the Exhibition of Suppliers and Services for the Hospitality Sector — the best‑fit companies to target, the exact decision‑maker job titles, and the industry filters that fit what you sell.
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