Sustainable Hospitality Challenge 2024

The Sustainable Hospitality Challenge (SHC) is a Hotelschool The Hague initiative launched in 2014. Originally founded under the name Genio Worldwide Innovation Summit, the challenge has recently re-established itself by making sustainability its central theme.

This global student competition annually brings together hospitality leaders and the next generation of hoteliers who apply innovation in addressing the industry’s evolution. With over 70 participating universities from around the globe and over 20 nationalities represented, the SHC offers them the chance to re-imagine the future of hospitality.

Participants from top-tier universities work towards bettering the planet and the hospitality industry by establishing innovative and sustainable solutions. The students are given the incredible opportunity to present on a global stage in front of significant industry leaders such as NEOM, The Bench, and the Sustainable Hospitality Alliance, who can turn their ideas into real projects.

Established as a platform that challenges innovative hospitality approaches for the last eight years, SHC has evolved into a global knowledge-based initiative supported by the world’s best-known hospitality brands, global hospitality project developers, and smart cities.

SHC mission

This student challenge aims to empower the next generation of hospitality professionals to push the boundaries of innovation and create value-added solutions. The SHC mission is threefold;


best-in-class global universities & create a community of like-minded talented students

Drive innovation

for preserving the sustainability of our industry & world

Bring together

the student community, corporate world, accelerators, and investors and allow their innovations and solutions come to life

Theme 2024

In the pursuit of global leadership in sustainable hospitality, the Sustainable Hospitality Challenge 2024 positions itself as a proponent for innovative solutions driving fundamental sustainable practices in the industry. Recognizing the need for transformative ideas, this year's focus centres on product development, addressing the evolving landscape of hospitality.

The Jury

The students are given the opportunity to present their ideas in a ‘Shark Tank’-style competition in front of a jury consisting of C-level leaders. These Industry leaders have cleared their schedules and diligently reviewed numerous innovative concepts.

"The Sustainable Hospitality Challenge offers a crucial platform that brings to life disruptive thinking. Over the years, we have had a front-row seat to watch young talents showcase groundbreaking hospitality ideas that also respect our planet. In 2024, we expect them to push the boundaries even further, emphasizing the significance of scalability in redefining the way we travel, stay and live."