Observe, understand, act
SIPRHO 2026: much more than a trade fair, a work tool
Since its creation, SIPRHO has given itself a clear mission: to meet the real needs of hospitality professionals. In 2026, this vocation takes on its full meaning in the face of the profound changes in the sector:
- Rise of digital and technology.
- Rapidly changing customer expectations.
- Complex recruitment challenges.
- Unavoidable ecological imperatives.
This 16th edition plays its role as a barometer of the sector, allowing us to understand and experiment with the solutions that will shape the establishments of tomorrow.
A historic success: 400 exhibitors and a “Sold Out” edition
SIPRHO is not just an annual event, it is a space for concrete decisions and meetings. This year marks an important step:
- 400 exhibitors present.
- The sale was sold out at the end of December, a first since the installation at the Parc Expo 5 years ago.
This strong signal confirms that the expectations of professionals are immense. This allows us to plan new developments, in particular to strengthen the offer dedicated to bakers and pastry chefs as well as hoteliers (hotels, holiday villages, residences), for whom hospitality is a real art of living.
Pleasure as a common thread: the SIPRHO spirit
Because pleasure is the very essence of the hospitality professions, the show makes it an assumed choice. The pleasure of working well, sharing and creating links extends beyond the stands.
The flagship event, the Beach Party, illustrates this unique spirit by bringing together nearly 3000 people (exhibitors, partners and visitors) for an extraordinary moment of conviviality.
“That’s the spirit of SIPRHO!” — Cynthia Tremblay, Mathias Barrios and Sébastien Sanchez, co-founders of SIPRHO (KONK Organisation)
LOOKING BACK
“The show was born from a simple observation: no event in the south of France brought together all the suppliers of the equipped beaches,” explains Mathias Barrios. With 15 years of experience as a manager, bar consultant and trainer in beach establishments, he observes that suppliers approach purchasing managers by going door to door. The idea then germinates to create a centralised and structuring professional meeting for the sector.
“There was a lack of a dedicated marketplace where you could meet a large part of your suppliers/customers in a few days.”
In 2010, Mathias Barrios, with his partner Cynthia Tremblay, also from the sector
CHR, a first edition of the show at the Palais des Congrès in La Grande-Motte (Hérault).
“Originally, the show was designed for private beach suppliers, hence its initial name: the International Beach Show,” she says. The event was a great success with professionals from the start.
The following year, Sébastien Sanchez, a former colleague and friend of the couple, joined the adventure. Together, they rolled up their sleeves and went so far as to personally visit 800 private beaches from Spain to Italy, via Corsica, to raise awareness of the event.
“Aboard a Fiat Punto,” says Sébastien Sanchez with a smile.
From the 3rd edition, in 2012, due to a lack of space, the show moved to the West Median of La Grande-Motte. “ The challenge was considerable because we had to completely set up the site with huge marquees, water and electricity supplies, evacuations… it represented 6 weeks of assembly,” recalls Mathias Barrios.
In 2022, the event reached a new milestone: too cramped on the Grand-Motte’s forecourt, the three organisers decided to transfer the show to the Montpellier Exhibition Centre.
“This move has allowed us to change scale, while remaining faithful to our original spirit,” they emphasize.
THE BUSINESS WORLDS OF SIPRHO
The 6 sectors of the show
SIPRHO is organized around six complementary poles, offering a global and innovative vision of all solutions in the hospitality sector.
1. Food Beverage
This universe brings together the producers, distributors and manufacturers essential for cafés, restaurants, hotels and bars. It is the ideal showcase for:
- Stock up on fresh products and regional specialities.
- Discover the latest taste trends (wines, beers, spirits, delicatessen).
- Enrich your cards just before the start of the summer season.
2. Furniture, Decoration and Tableware
Design, comfort and atmosphere are the key words of this space. It presents all the solutions for furnishing welcoming establishments:
- Indoor and outdoor professional furniture.
- Decorative objects, household linen and tableware.
- Solutions to optimize the customer experience through aesthetics.
3. Professional Equipment
A technical universe dedicated to the essential tools of farmers’ daily lives:
- Kitchen: ovens, planchas, refrigeration solutions.
- Room equipment: hotel and service equipment.
- Hygiene: maintenance and sustainability solutions to meet the strict standards of the sector.
4. Textiles, Communication Technology
This sector highlights the modernization of services and the strengthening of the brand image:
- Textiles: professional outfits and household linen.
- Communication: signage, agencies, photographers and promotional items.
- Technology: cash register software, connected tools and mobile business applications.
5. Services Training
Because the management of an establishment goes beyond products, this universe supports professionals on the administrative and human aspects:
- Vocational training and skills development.
- Legal, administrative and financing solutions.
- Specialized insurance for hospitality structures.
6. Beach Outdoor Layout
Linked to the Mediterranean DNA of SIPRHO, this unique space is dedicated to beach areas, straw huts and terraces:
Functional solutions to meet the high expectations of summer customers.
Outdoor facilities and play facilities.
Specific furniture (parasols, sunbeds).
Why SIPRHO counts in the CHR calendar
In the calendar of professionals in the sector, not all events are equal. SIPRHO has been able to impose itself by occupying a strategic window: the month of February.
It is a pivotal moment, at the dawn of the summer season, when a large part of the structuring decisions of the year are at stake.
“This is when operators prepare their menus, adjust their concepts, finalize their investments and anticipate their needs in terms of equipment, products and human resources.”
— Cynthia Tremblay
The show is designed as a real preparation tool : professionals do not only come to observe trends, but to compare offers, test solutions and validate concrete purchasing decisions by exchanging directly with manufacturers.
A show designed by and for professionals
In-depth knowledge of the realities on the ground is the DNA of SIPRHO. Exhibitors are rigorously selected for their ability to meet the current economic challenges of institutions.
Cynthia Tremblay, Mathias Barrios, and Sébastien Sanchez:
“We designed the show as we would have liked to experience it when we were in the field: efficient, concrete, accessible and solution-oriented. SIPRHO is not an above-ground show. It is a place where we talk about profitability, organization and performance. »
Some key sectoral figures (UMIH – September 2025)
To fully understand the importance of this event, we must look at the colossal weight of the sector. There are about 230,000 companies in France, distributed as follows:
| Type of establishment | Number (approx.) | Key Details |
| Restaurants | 175 421 | Including 83,000 traditional and 1,500 dark kitchens. |
| Hotels | 17 405 | 80% are independents; 47% are rated 3 stars. |
| Drinking establishments | 29 369 | Bars, cafes and brasseries. |
| Catering Mobiles | 10 000 | Event services and on-the-go catering. |
Jobs and economic weight: the hospitality industry, a French pillar
The hotel, restaurant and café sector remains the 4th largest private employer in France (after industry, transport and construction).
- 1.1 million salaried workers (including 220,000 seasonal workers).
- 200,000 positions to be filled (waiters, cooks, receptionists, etc.).
- Very small structures: More than 95% of companies have fewer than 10 employees.
- Remuneration: Minimum wage for the sector at €2007.72 gross for 39 hours (as of 1 January 2025).
On a macro-economic level, the hospitality industry is a growth engine with a global turnover of €84 billion. It represents around 8% of French GDP, thanks to its central role in tourism and out-of-home consumption.
THE SIPRHO: A REFLECTION OF THE MAJOR CHANGES IN THE HOSPITALITY INDUSTRY
By bringing together the entire hospitality ecosystem – from producers to distributors, from equipment manufacturers to service providers – SIPRHO plays a privileged observatory role. It captures weak signals, reveals emerging trends and allows professionals to take a step back from their own activity.
A sector under pressure, in the midst of recomposition
The café, hotel and restaurant sector is going through a pivotal period. Long marked by stable models, it must now deal with an accumulation of economic, social and technological transformations that are profoundly reshaping its practices.
Since the health crisis, the CHR has been walking a fine line:
- Maintain the quality of the customer experience while controlling costs.
- Meeting increasingly high expectations.
- Dealing with a long-term labour shortage.
In addition, there are regulatory changes, particularly in terms of environmental responsibility, which require establishments to completely review their operating methods.
Radically transformed customer expectations
Consumers are no longer just looking for a meal or a service. They now expect a global experience that is aligned with their values:
- Full transparency on the origin of products.
- Responsible and sustainable offer.
- Smooth, fast and personalized experience.
- Real coherence between the marketing discourse and the practices of the establishment.
This evolution is pushing professionals to rethink their maps, tools and organizations. SIPRHO 2026 echoes these expectations by presenting concrete solutions to meet them without sacrificing profitability.
“The hospitality industry is at a turning point. Professionals today must reconcile economic performance, customer requirements and regulatory constraints. SIPRHO is there to provide them with concrete answers, not out-of-the-box concepts.” — Sébastien Sanchez, co-director of SIPRHO
Professionalization: an imperative to last
In a context of pressure on human resources, professionalization is becoming a key lever. Continuous training, upskilling of teams and structuring of processes are now essential projects.
The show highlights this dynamic through:
- Powerful management tools .
- Support dedicated to human resources.
- Specific services for the self-employed and small structures, which constitute the heart of the French hospitality fabric.
Technological innovation at the heart of the transformation
While innovation is omnipresent, it only makes sense when it meets a real need in the field. Whether it’s partial automation, digitization of customer journeys or decision-making tools, the objective remains optimization.
SIPRHO takes a pragmatic approach : to promote innovations that make it possible to “do better with less”, to save precious time and to restore value to the heart of the business: reception and service.
THE SIPRHO: FOOD DRINK LABORATORY
From traditional gastronomy to premium snacking: the hospitality industry is reinventing its offer
For a long time structured around traditional catering, the hospitality food landscape is now in the midst of a restructuring. Faced with changing consumption patterns, pressure on costs and staff shortages, establishments are diversifying their models.
“The result: a hybridization of offers, where gastronomy, snacking, bakery and nomadic catering coexist and feed each other,” insists Sébastien Sanchez.
The food and beverage sector, the first universe of the show (representing 30% of exhibitors), alone reflects the major trends of the market.
Snacking, a growth driver for the hospitality industry
Long perceived as a convenience store, snacking has become an economic pillar of the sector. In 2024, it represents:
- 38% of commercial catering turnover .
- More than one in two services served (source: Speak Snacking study).
This growth can be explained by the evolution of lifestyles, but also by the ability of snacking to adapt to all formats of establishments. Today, it is no longer limited to “eating on the go”. Consumers are demanding:
- Taste and quality.
- Exemplary traceability.
- Homemade products.
“Snacking has become a real lever for profitability. What we are seeing today is a very clear move upmarket, with products that are more elaborate, more responsible and better valued,” observes Mathias Barrios, co-founder of SIPRHO.
The rise of bakery catering
At the same time, the bakery is undergoing a profound transformation. It is now a hybrid place, at the crossroads of craftsmanship and fast food.
SIPRHO supports this dynamic by strengthening its offer dedicated to artisan bakers with:
- Specialized and premium ingredients .
- Adapted professional equipment.
- Packaging solutions and flow optimization tools.
“Bakery catering is booming. Our ambition is to increase our power in this sector in the years to come,” reveals Cynthia Tremblay, co-founder of SIPRHO.
Food and drink: between tradition and innovation
While new models are emerging, traditional gastronomy remains an essential pillar. SIPRHO promotes dialogue between these worlds by bringing together:
- Historical players in the agri-food industry and major distributors.
- A new generation of SMEs and VSEs with innovative concepts.
Between reinterpretation of culinary concepts and innovations in terms of equipment, the show highlights the latest innovations, both in the plate and in the world of beverages, a segment that is constantly changing to meet new consumption rituals.
Alcohol abuse is dangerous for your health if consumed in moderation
CSR ECOLOGY: FROM RHETORIC TO SOLUTIONS
From the regulatory framework to performance levers: when the hospitality industry changes its model
Long perceived as a constraint, social and environmental responsibility (CSR) is now a structuring issue for cafés, hotels and restaurants. Several major challenges are reshaping the landscape:
- End of single-use plastic and drastic reduction in waste.
- Increased food traceability requirements.
- Rigorous control of energy consumption.
In a tense economic context, CSR is no longer just a matter of regulatory compliance. It is gradually becoming a real factor of competitiveness, provided that it is approached in a realistic and operational manner.
Professionals in search of solutions
Hospitality professionals have to deal with a pile of complex environmental standards, particularly for VSEs , which make up the majority of the sector. The stakes are high: to comply with the law without weakening the economic balance of the establishment.
SIPRHO provides concrete answers with immediately applicable solutions:
- Responsible and biodegradable packaging.
- Less energy-consuming equipment to reduce bills.
- Digital waste management and HACCP compliance tools.
Beyond the ethical aspect, many responsible approaches are real levers for profitability. Reducing food waste, optimizing water consumption and rationalizing packaging are all levers that simultaneously improve the company’s carbon footprint and margins.
RECRUITING, TRAINING, LOYALTY: THE HUMAN CHALLENGE OF THE HOSPITALITY INDUSTRY
Facing the challenge of employment: restoring meaning and attractiveness
Labour shortage, high turnover, difficulty attracting young talent: the café, hotel and restaurant sector is facing a long-term employment crisis. More than just a lack of manpower, it is the very attractiveness of the hospitality professions that is now being called into question.
The obstacles to hiring are structural and well known:
- Restrictive schedules and cuts.
- Marked seasonality .
- Constant operational pressure .
However, professionals are not giving up. They are innovating and experimenting with new ways of recruiting, retaining and valuing their teams. By bringing together training players, HR specialists and professionals in the field, SIPRHO plays an essential catalytic role in supporting this human transformation.
Recruiting differently: a paradigm shift
The traditional recruitment model is now showing its limits. To gain in efficiency, more and more establishments are turning to modern solutions:
- Specialized platforms dedicated to the hotel and restaurant industry.
- Quick matchmaking applications to manage the emergency.
- Flexible and agile recruitment systems, adapted to the high turnover of the sector.
SIPRHO brings together several major players in hospitality recruitment, offering employers a complete overview of the tools available to gain responsiveness and visibility among candidates.
HIGHLIGHTS: CONVIVIALITY AS A BUSINESS ACCELERATOR
The trade fair experience: between business and conviviality
Culinary demonstrations, tastings, bar competitions and festive events are an integral part of the visitor experience. In a sector where human relations are the main driving force, SIPRHO favours a friendly atmosphere to promote exchanges.
The show offers a different approach to business:
- More human: direct encounters without barriers.
- More direct: simplified exchanges between exhibitors and decision-makers.
- More convivial: partnerships that can be formed over a drink as well as during a formal meeting.
Focus on the Mix’O Contest: the mixology competition of the SIPRHO
The 2nd edition of the Mix’O Contest, the benchmark bar competition, will be held on Wednesday 11 February at the SIPRHO Beach Club area (the indoor beach of the show).
Eight candidates will compete in a creative challenge: to imagine a cocktail incorporating a Fair liqueur on the theme of “Tales and Legends”.
“The cocktails will be judged on their originality, their technical precision, the cleanliness of the station, the balance of flavors, as well as the scenic dimension of their performance.” — Martin Pivetta, founder of Good Old Drinks, co-organizer with Frédéric Zanoni (MaterieldeBar.com).
In the afternoon, the finalists will take up a final challenge: 1h30 to create a cocktail from a surprise basket made up of products provided by the show’s exhibitors. The ambition is clear: to highlight the effervescence and know-how of the French bar scene.
Beach Party evening: the festive spirit comes to the Parc Expo
An unmissable highlight, the indoor Beach Party transforms Hall B3 of the Parc Expo into a huge 3,000 m² beach on Tuesday 10 February.
This atypical networking is designed to break traditional codes:
- Immersive décor: tropical atmosphere, music and entertainment.
- Record attendance: nearly 3,000 participants (exhibitors, partners and visitors).
- The objective: to extend the day of the show in a relaxed atmosphere to promote authentic exchanges.
This evening embodies the very DNA of SIPRHO: a unique blend of professionalism and shared pleasure.
