MORE THAN JUST A COMPETITION

TRADITION VS TREND
February 12th & 13th 2023 - 15th edition
Maastricht - The Netherlands
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TABLE OF
CONTENTS
3 More than just a competition!

10 4 What is the EMCup?

6 Board & Advisory Council

7 Invited schools 2023

10 Winner 2022

11 2nd & 3rd place 2022

13
12 Business Jury 2022

13 Theme 2023

14 Competition outline

16 Organiser: Servicecenter 4Hospitality

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17 Hosting City: Maastricht

18 Moderator: Q-staff

19 Want to join?
MORE THAN JUST A COMPETITION!
We are proud to introduce the EMCup once again! During the past years, this prestigious competition amongst the
best Hotel Management Schools in Europe has evolved into a well-established event.

The EMCup has grown into one of the most important from other events, and serves as an excellent beginning
yearly contests for European Hotel Management Schools. point for business outlooks.
The competition encourages students to think beyond
the box by proposing a real-life scenario, using their ideas So, are you prepared to take on new challenges and broa-
and expertise. Furthermore, it is an excellent opportunity den your worldwide network? Then all you have to do is
to meet and discuss your vision with professionals, as well seize this opportunity with both hands!
as to build relationships with them.
We are excited to see you in February 2023.
The competition kicks-off in November with the prepara-
tion of an academic paper, an online contest, and getting Hospitable regards,
ready for the competition days. Throughout the compe-
tition days in Maastricht, all students are challenged to
present their results in front of the Business Jury, which
is composed of a diverse range of European industry
professionals.

The EMCup strives to help build a network for the future,

not just for the students but also for the coaches and
hospitality professionals involved. The main power of the
EMCup is not only in competition, but also in networking
with shaking hands, dancing, singing, giving high fives, STEPHANIE CHARLES FLORIS
and much more. These elements contribute to the VAN OORSCHOT VAN GOCH DRABBE
relaxed and pleasant ambience that distinguishes us HotelloTOP Mise en Place HRC International

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 INITIATOR

HotelloTOP is committed to WHAT IS

THE EMCUP?
offering an (online) platform
where, in an informal manner,
knowledge can be made
and shared. Thoughts can
be exchanged, and doing
business with each other is
paramount. The core of the
networking platform is that
the connection is instantly
there, simply because of
the fact that everyone has
studied at one of the Hotel
Management Schools.

CO-CREATOR

Mise en Place is the partner in

hospitality staffing with over
25 years of experience.
Their mission: 'together we
proudly put energy in making The EMCup has developed over the years to become the greatest annual
friends and creating synergy'. competition among European Hotel Management Schools. Every year, a
large number of passionate students go to share their expertise with an
CO-CREATOR
evenly enthusiastic group of professionals. We wish to help bridge the gap
between young talents and industry experts.

HRC international is a training As a result, the competition is intended for I-do-dare students who can
and career development
distinguish themselves by presenting their vision and ideas. With every
company for the international
hospitality industry, specialised assignment, students are challenged to think outside the box on a real life
in international hospitality topic.
training and career guidance;
connecting the best possible
The competition was launched in 2009 by HotelloTOP, together with
employers with the best
possible employees in the
co-creators Mise en Place and HRC International.
hospitality industry.

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THE GOALS OF THE EMCUP The competition days focus on content, pitching skills,
1. Create a long lasting network quick-thinking, creativity and teamwork. The assignments
2. Provide hands on experience that are given during the pre-competition and the
3. Build a bridge between schools and the industry competition days, are assessed by the EMCup Business
4. Bring young talents in close contact with the industry Jury. These jury members, which are representatives from
the hospitality industry, will provide the students with
THE COMPETITION their feedback.
The competition consists of two phases; the pre-competition
and the competition days in Maastricht, The Netherlands. Expanding your professional network is an important
element of the EMCup. Many networking opportunities
During the pre-competition the students prepare them- between participating students, business jury members,
selves by collecting information, writing an academic coaches and the deans are created.
paper on the theme, engaging in online challenges,
making an introduction movie and practicing their
pitching skills.

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 ku

BOARD & ADVISORY COUNCIL

INITIATOR CO-CREATOR CO-CREATOR ALISHA ALFRED ARIE

STEPHANIE CHARLES FLORIS ALI EELTINK VAN DER SPEK
VAN OORSCHOT VAN GOCH DRABBE Council for Hospitality Independent Independent
HotelloTOP Mise en Place HRC International Management Education Hospitality Consultant Hospitality Consultant

BJÖRN ERIC GIL INGE JULIE LUCAS WILLI PETER

OLTHOF ANDERSEN MULDERS VAN WEERT SEIDEL BUCHDA DUCKER
Hilton Breda University of The Talent Network IHG® Hotels & Resorts Marriott International Kempinski Hotels Independent
Applies Sciences c/o voco® The Hague Hospitality Consultant

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INVITED SCHOOLS
2023

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INVITED SCHOOLS 2023
AUSTRIA FRANCE

Carinthia University of Applied Sciences AIM Hotel & Tourism Management Academy
FH Joanneum University of Applied Sciences École Ferrières - Hôtellerie Gastronomie Luxe
FHWien der WKW University of Applied Sciences for Management & Communication Institut Paul Bocuse
Modul University LH Luxury Hotelschool
Vatel Hotel & Tourism Business School - Bordeaux
BELGIUM Vatel Hotel & Tourism Business School - Lyon
Vatel Hotel & Tourism Business School - Nîmes
AP University of Applied Sciences and Arts Antwerp Vatel Hotel & Tourism Business School - Paris
EHB - Erasmus Brussels University of Applied Sciences and Arts
Vatel Hotel & Tourism Business School - Belgium GERMANY
VIVES University of Applied Sciences
Dresden School of Management
CROATIA Hotelfachschule Berlin
Hotelfachschule Hamburg
Aspira University College - Split Hotelfachschule Hannover
RIT Croatia Hotelfachschule Heidelberg - Fritz-Gabler-Schule
VERN' University of Applied Sciences IBA - Internationale Berufsakademie
IU International University of Applied Sciences
CZECH REPUBLIC University of Applied Sciences - Bremerhaven
WIHOGA - Wirtschaftsschulen für Hotellerie, Gastronomie, Handel und Dienstleistungen
The Institute of Hospitality Management and Economics (VŠHE)
GREECE
DENMARK
City Unity College - Hospitality & Tourism Management
Copenhagen Hospitality College
University College Lillebaelt - UCL HUNGARY
University College of Northern Denmark
Budapest Business School - Faculty of Commerce, Catering and Tourism
ESTONIA
IRELAND
University of Tartu Pärnu College
Atlantic Technological University (ATU)
FINLAND Dundalk Institute of Technology
Griffith College
HAAGA-HELIA University of Applied Sciences LIT - Limerick Institute of Technology
JAMK University of Applied Sciences Munster Technical University (MTU)
Lapland University of Applied Sciences Shannon College of Hotel Management
Laurea University of Applied Sciences Technological University Dublin
Waterford Institute of Technology

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 ITALY SWITZERLAND

IULM University BHMS - Business and Hotel Management School

Ecole Hôtelière de Genève
LUXEMBOURG EHL - Ecole Hoteliere Lausanne
EHL - Swiss school of Tourism and Hospitality (SSTH)
BBI-Luxembourg - School for International Hospitality and Tourism Business Glion Institue of Higher Education
Hotel Institute Montreux
MALTA HTMi - Hotel and Tourism Management Institute Switzerland
Les Roches Global Hospitality Education - Crans Montana
ITS Malta - Institute of Tourism Studies SHL - Schweizerische Hotelfachschule Luzern
Swiss Education Group
MONTENEGRO
THE NETHERLANDS
University of Montenegro - Faculty of Tourism and Hotel Management
Breda University of Applied Sciences
NORWAY Hotel Management School Maastricht
Hotel Management School NHL Stenden
Kristiania University College Hotelschool The Hague
The Norwegian School of Hotel Management - University of Stavanger Saxion University of Applied Sciences
Tio University of Applied Sciences
POLAND
TURKEY
Academy of Hotel Management and Catering Industry
University of Wroclaw Beykent Üniversitesi
Vistula school of Hospitality Ege University - Cesme School of Tourism and Hospitality Management
Wyższa Szkoła Turystyki i Hotelarstwa Özyeğin University, School of Applied Sciences

PORTUGAL UNITED ARAB EMIRATES

Escola de Hotelaria e Turismo de Lisboa EAHM - The Emirates Academy of Hospitality Management
Escola de Hotelaria e Turismo do Porto
ESHTE - Estoril Higher Institute for Tourism and Hotel Studies UNITED KINGDOM

ROMANIA Bournemouth University

Capital City College Group - Westminster Kingsway College
American Hotel Academy Edinburgh Napier University - School of Hospitality Management
Glion Institue of Higher Education
SPAIN Leeds Beckett University
London College of Hospitality & Tourism - University of West London
Centro Superior de Hostelería de Galicia Manchester Metropolitan University
CETT-UB Barcelona School of Tourism, Hospitality and Gastronomy Oxford Brookes University - School of Hospitality Management
Escuela Superior de Hostelería Bilbao Sheffield Hallam University - Sheffield Business School
Escuela Superior de Hostelería de Sevilla UEL - University of East London
EUHT StPOL - Escuela Universitaria de Hotelería y Turismo de Sant Pol de Mar University College Birmingham
IQS School of Management University of Derby
Les Roches Global Hospitality Education - Marbella University of Essex - Edge Hotel School
Turisme i Direcció Hotelera – Universitat Autònoma De Barcelona University of Plymouth - Department of Tourism & Hospitality
Vatel Hotel & Tourism Business School - Madrid University of Strathclyde Business School
University of Surrey - School of Hospitality & Tourism Management
SWEDEN
UNITED STATES
Örebro University - School of Hospitality, Culinary Arts & Meal Science
Cornell University School of Hotel Administration

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WINNER 2022
Hotel Management School NHL Stenden

The EMCup is not only an event where you get to challenge yourself and your ideas, you will also be able to meet
inspiring people from the industry and like-minded students. You will get the chance to expand your network,
make connections and possibly new friends.

Participating in the EMCup will be a once in a lifetime experience. Before the competition, make sure to have a
experience! The atmosphere at the EMCup and the clear structure, set deadlines and practice your pitch.
experience in itself is unique. Everyone is in a good
mood and there to have fun, network and the business EMCup is EMCup, it is a unique contest and you really have
jury is really looking for talent. Next to this, you work to experience it once to feel the vibe and energy you get
with your team and have to be creative in the different from it. The students here are some of the best from the
assignments. The event is well-organised, the hosts are universities they come from, all of them give their best here,
amazing and will take great care of you. Also, don’t forget and it shows. The quality of work produced by the students
great food and drinks and the city of Maastricht, which is is extremely high, and it will feel great to be in such a
an amazing city! competitive environment. A great opportunity to learn!

If you participate, there is one important thing; be yourself. One of our team members found its internship company
You are enough, and showboating will not help you to find at the EMCup. During the competition, you have the
what you want. The people here are interested in you, so opportunity to talk face to face with a representative.
you should not be afraid to show it! Have fun and network Finally, don’t forget the nice prizes you can win, such as a
as much as you can. Don’t forget to enjoy this special hotel experience or a job interview.

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 The EMCup is an extraordinary event that changed the course of our lives.
The opportunity to meet fellow students who share the same passion and
interest as yourself allows you to broaden your view on your future career.
Moreover, the EMCup is a privilege to show your ideas to professionals in
the industry, who are there to listen and learn from students. The EMCup
is such a different event compared to the old-school competitions or
summits. A moment which impressed us during this competition was
when all the students were invited to give hugs to other random students.
This was heart-warming and it improved the atmosphere greatly. This is a 2nd PLACE 2022
feeling which lasted throughout the whole competition. Saxion University of Applied
Sciences
We believe the biggest advantage of this event is the network you
develop in such a short amount of time. After the event, we had 100
new connections on LinkedIn, from all over the world, not only from
fellow students, but also managers, directors, CEOs and many more
successful people in the hospitality industry. Our advice to anyone who
faces the chance of participating in this event is to grab it in a blink of
an eye. Just by participating, you win more than you can imagine. The
competition itself is not about the winner, but it is about the overall
journey. Someone once told us, "If something doesn't scare you a little,
you won't learn from it." Lastly, the most important recommendation
that we have is to have as much fun as possible. Enjoy every moment.
Finally: get out of your comfort zone!

We would like to thank you for choosing EAHM to compete at the

EMCup and for being the first hospitality school in the Middle East to
participate in this event. It was an unforgettable experience and we
have connected with many great students across Europe and amazing
leaders within the hospitality industry. The opportunities we had
went beyond gaining connections to build our career, but included
experiences for us to meet people from different backgrounds and
form meaningful connections. We were able to build our confidence
3rd PLACE 2022 and learn more about ourselves and the industry in such a short span
EAHM - The Emirates of time. We would also want to thank the organisers, advisory board,
Academy of Hospitality juries and the students. Thank you for this amazing opportunity, we
Management have enjoyed every single step of our EMCup 2022 journey.

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BUSINESS JURY 2022

12
 THEME 2023
TRADITION VS TREND

Definition ‘break the mould’:

• to put an end to a restrictive
pattern of events or behaviour
by doing things in a markedly
different way
• to be new and different
• to do something different from
what is expected
• to break a repeating pattern
• to be a pioneer in a new field

If there ever was a time for a transformation of our Traditions and trends can be conflicting, but the reality
hospitality industry, this is it. We are at a crossroads: trends is that we need them both. We need to find the balance
are emerging at an accelerated pace, but are we ready to between implementing trends, allowing us to redefine the
take a critical look at our traditions? hospitality landscape, and sticking to traditions, providing
comfort and belonging.
Inevitable developments such as hyper personalisation
have technology at their core, to meet the ever changing To be ready for the future, we need to determine: Which
needs and preferences of guests and employees. Besides traditions should be preserved and which new ideas
sustainability, inclusivity is key, allowing for recognition and should be incorporated to strengthen our industry? Is the
individual attention; creating a work environment where hospitality industry ready to #breakthemould?
all people are truly welcomed, valued and respected.
Simultaneously, we deliver service that is built upon
tradition: check-in is at 3 PM, turndown service leaves a
mint on your pillow and towels on the floor is a sign for
housekeeping that you want them replaced.
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COMPETITION OUTLINE
The competition consists of two phases. The first phase is the pre-competition in which students prepare themselves
for the competition days. The second phase are the competition days in Maastricht, in which students compete
against each other during their pitches, in the debates and final pitches. The second phase also gives the opportunity
to network with the Business Jury.

PRE-COMPETITION PHASE
During the months before the competition, the students are challenged to do several assignments in order to get
familiar with the topic and create awareness about the team. Two of the assignments are included in the official
grading and compose 35% of the team’s total score.

ASSIGNMENT 1 – RUMOUR AROUND THE BRAND

The schools have to promote their school, their team and the EMCup, by creating ‘rumour around the brand’ WEIGHT
via social media. The organisation will collect all the promotional material online and will assess all teams. 10%

ASSIGNMENT 2A – ACADEMIC PAPER

Each team has to write an academic paper of maximum 5 pages, related to the theme of the WEIGHT
competition. These papers will be assessed by the jury members prior to the competition days. Each
paper is assessed by at least 3 members of the Business Jury. 25%

ADDITIONAL ASSIGNMENTS

In addition to the two official assignments, each team has to prepare a creative introduction movie (max. 1
minute), and all team members have to fill out the ‘MapsTell questionnaire’ which will be used during the
competition days. These two assignments are not included in the official grading, but are important for the
overall programme.

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 COMPETITION DAYS
The two competition days are different from
each other. Day 1 is about getting familiar
with everyone and to network. The students
get to know how to pitch, will talk with the
business jury and will get to know the other
students. The second day is the day where
the students show their pitching skills.
During this day the real competition sets off
and students pitch their idea and compete
for the first place. In the end, the main aim
of these days and the competition is to
network and get the best out of yourself.

ASSIGNMENT 2B – PITCH ACADEMIC PAPER

Each team presents the findings of their academic paper (assignment 2A) during a pitch of maximum WEIGHT
3 minutes, in front of the Business Jury. 15%

ASSIGNMENT 3 – CASE

Each team receives a case to solve, related to the theme of the competition. After preparing their WEIGHT
presentation, they are pitching their findings in front of the Business Jury. 50%

KNOCK-OUT PHASE – DEBATE ROUND FINALS

Based on the grading of assignments 1, 2A, The 9 teams (based on 36 participating schools)
2B and 3, the two best performing teams that have survived the Knock-Out Phase will
per jury room will move on to the Knock- receive the final assignment, which they have to
Out Phase. These 18 teams (based on 36 pitch in front of all the Business Jury members
participating schools) go on stage for a as well as the other teams and coaches. The
Debate Round. In each round, two teams scores of Assignment 1, 2A, 2B and 3 will make up
will debate about a topic which is related 50% of the total final score. The score of the final
to the theme. The winner of each debate assignment makes up the other 50%, which then
will go through to the finals. determines the winner of the EMCUP!

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 OUR INITIATIVES
ORGANISER
SERVICECENTER
4HOSPITALITY
A WORLD OF NETWORKING OPPORTUNITIES
HotelloTOP and the European Mise en Place Cup are initiatives of
Servicecenter 4Hospitality. Servicecenter 4Hospitality manages and
supports various worldwide networks and events for companies and people
in the European hospitality sector. We consistently seek to enhance and
connect the industry through a range of projects and brands by providing
like-minded people the chance to exchange ideas, connect, share expertise,
and conduct business during live events.

We connect over 12.500 hospitality professionals across Europe, with a

particular emphasis on four hospitality segments: education, hotel, foodservice
and catering. We are connecting industry professionals proactively through
conferences, networking drinks, trade shows, and contests, as well as via our
online channels.

The Servicecenter 4Hospitality team will be on hand to help throughout the

competition, before, during and afterwards. We will assist you with your pre-
CHALLENGE assignments and cases, as well as answer
any questions you may have about
the entire EMCup, using our
expertise and experience.

WE LOOK FORWARD
TO MEETING YOU
DURING THE STEPHANIE CLEVEN JORIS EYCK
WWW.SERVICECENTER4H.COM Team Leader & Industry Relations
EMCUP 2023!
Expert Event Manager Officer

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HOSTING CITY
MAASTRICHT
We cordially invite you to Maastricht! A true European city, recognised around the world for its welcoming nature. Not
only was the crucial "Treaty of Maastricht" signed here in 1992, but the city itself is placed at an international crossroads,
with places like Brussels, Liège, Aachen, Cologne, and Düsseldorf within an hour's drive.

Maastricht, the capital of Limburg, is a historic town that borders Belgium to the west and Germany to the east. Because
of its Roman past and abundance of Italian culinary outlets, it is one of the most Italian cities in the Netherlands.
Although it is not a large city (122.00 inhabitants), it is generally crowded with international
students.

One thing is certain about Maastricht: it is a city with a strong European

orientation that markets itself as a hub of lifestyle, hospitality and culture, and
it is in constant communication with the rest of the globe. The ideal location
for the EMCup!

RESIDENT
PARTNERS

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MODERATOR: Q-STAFF
Hostmanship lives within each and every person, and within every sort of organisation or company. We believe in
developing people in hospitality, and eventually developing the hospitality industry. Therefore we focus on people
first. Seeing their growth and realising that we have the opportunity to contribute to their development and the
development of the industry, gives us all the inspiration to continue with living our passion to turn vision into reality.

Q-Staff is a Learning & Development organisation. As an

organisation, we are continuously busy with creating learning
moments and learning trajectories within companies. Creating a
learning organisation, in which human beings, both individually
and within a team, are core business.

We inspire you with hospitality training, leadership programmes and

empowerment. This is supported by our core values; curious & eager
to learn, open & reflective and empowering passion. Hospitality is
therefore highly important. Hospitality is not a concept that belongs
only to the hospitality industry, it is everything we do, the way we deal
CHARLES DITMAR
with others, both in our daily and professional lives. VAN GOCH LOGGHE

WWW.Q-STAFF.EU

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WANT TO JOIN?
CRITERIA
To participate in the EMCup, the following criteria have to
be met:
• A school can participate with one team, consisting
of minimum 4 and maximum 5 students, and 1 or 2
coaches;
• The participating students follow a Bachelor Degree
programme;
• Students are not allowed to participate in the
competition more than once.

REGISTRATION
To provide a high quality programme, a maximum of
36 schools can participate in the EMCup.

Admission takes place on a “first come, first serve” basis. For each participant in the EMCup we ask for a participation
The schools that ended in the Top 14 during the 2022 fee of € 250,- excluding VAT, which includes the following:
competition, are offered the opportunity to pre-register
until Friday October 7th 2022. • Two overnight stays in a hotel, including breakfast, on
Sunday February 13th and Monday February 14th. The
students will be sharing double or triple rooms. One
single room per coach is offered.
• Transport during the official EMCup programme.
• Food & Beverage during the official EMCup
programme.

OTHER COSTS
Transport to and from Maastricht has to be paid by
the participating teams. Pre- and post-nights are not
included, but special requests can be taken care of by the
EMCup organisation.

REGISTER VIA WWW.EMCUP.EU

BEFORE FRIDAY OCTOBER 21ST

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EUROPEAN MISE EN PLACE CUP

Parkweg 28 • 6212 XN Maastricht • The Netherlands

tel: +31(0)43-3561091 • organisation@emcup.eu
emcup.eu