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Open innovation to transform the hotel industry
Sercotel, with the technological support of SEIDOR, join forces to promote a new space for collaboration between hotels and startups.
OpenStay Lab connects hospitality business knowledge with cutting-edge technology to create solutions that enhance the guest experience, optimize management, and make the sector more sustainable, agile, and intelligent.
What is OpenStay Lab
OpenStay Lab is a joint initiative by Sercotel, one of Spain’s leading hotel chains, and SEIDOR, a technology consultancy present in 45 countries with more than 10,000 professionals.
The programme is part of the Sercotel Innovation Hub and represents the next step to open innovation to the entrepreneurial ecosystem and accelerate the digitalisation of the hospitality sector.
Here, ideas turn into real projects: startups, experts, and teams from both companies will work together to develop applicable, scalable solutions with a direct impact on the hotel business.
Among all submitted proposals, up to three winning projects will be selected, each of which may receive an investment of up to €100,000 on behalf of Sercotel to develop their solution and take it to the next level.
With this initiative, Sercotel strengthens its commitment to technological progress in the hotel sector, consolidating a permanent co-innovation space together with SEIDOR, its technology partner.
The programme challenges
If your startup has a proposal in any of these areas, this programme is for you:
Guest experience
Personalization, automation, new digital channels.
Operational efficiency
Resource optimization, IoT, predictive maintenance.
Sustainability
Energy, waste, carbon footprint, responsible management.
Payments and revenue
Dynamic pricing, smart payment methods, advanced analytics.
Marketing and loyalty
New acquisition and engagement models.
Cybersecurity
Information protection and regulatory compliance.
What we offer
OpenStay Lab is much more than a programme: it’s a real experience of innovation and collaboration. An environment where ideas are tested, supported, and grown with the direct backing of Sercotel and SEIDOR.
Participating in OpenStay Lab means gaining access to:
• Personalised mentoring, guided by experts from Sercotel and SEIDOR.
• Pilot tests in the chain’s hotels, to validate and refine each solution in a real environment.
• Specialised training in strategy, product, and scalability.
• Visibility in media related to innovation, entrepreneurship, and tourism ecosystems.
• Investment opportunities for the most promising projects.
Programme schedule
|
Launch |
5 November 2025 |
Applications open and official launch. |
|
Mentoring and pitches |
November–December 2025 |
Technical and business support. |
|
Application deadline |
12 December 2025 |
End of the application period. |
|
Pitch Day |
22 December 2025 |
Presentation of solutions to the jury. |
|
Pilot projects in Sercotel hotels |
February–March 2026 |
Testing in real environments across the chain. |
|
Demo Day |
20 April 2026 |
Final presentations and announcement of the winning startup. |
The expert committee that will choose the most transformative ideas
The finalist proposals will be evaluated by a jury made up of six leading professionals, four representing Sercotel and two from SEIDOR.
On behalf of Sercotel, the jury will include Luis Miguel Martín Montes, Chief Information Officer (CIO) of the chain; Jordi Ortega (Head of Digital), also representing the company; and the independent board members Aleix Valls and Hugo Arévalo, members of Sercotel’s board and renowned for their careers in innovation, entrepreneurship, and digital ecosystems.
Representing SEIDOR, the jury will feature Alberto Delgado, Director of Digital Transformation Consulting, and Albert Siré, Innovation Team.
The jury will evaluate each proposal based on its degree of innovation, technical and economic feasibility, replicability within the hospitality sector, and potential impact on customer experience and business sustainability.
Aleix Valls, CEO and Co-founder of WeArtificial
Hugo Arévalo, Co-founder of ThePower Business School
Alberto Delgado, Director of Digital Transformation Consulting at SEIDOR
Albert Siré, Innovation Team at SEIDOR
Luis Miguel Martín, CIO of Sercotel
Jordi Ortega, Head of Digital at Sercotel
Programme Mentors
The selected startups will be supported by professionals from SEIDOR and Sercotel, specialists in strategy, business, and technology.
Throughout three mentoring sessions, the following topics will be addressed:
• Validation of the business model.
• Preparation of the pitch and value proposition.
• Operational design of the pilot in Sercotel hotels.
How to participate in OpenStay Lab
1. Fill out the registration form with your startup’s information.
2. Attach a brief pitch deck or presentation of your proposal.
3. Our team will evaluate the applications and contact the selected startups.
Minimum requirements:
- Legally established startup.
- Product or service with a prototype or MVP.
- Solution applicable to the hospitality sector.
- Commitment to participate throughout the entire programme.
Any questions or need more information?
Our team is available to help you. Write to us at openstaylab@sercotel.com
Frequently Asked Questions
What type of startups can participate?
Any startup with a technological or business proposal applicable to the hotel sector: traveltech, proptech, AI, data, sustainability, payments, marketing, or cybersecurity.
Does it cost anything to participate?
No. Participation in OpenStay Lab is completely free for the selected startups.
How long does the programme last?
From November 2025 to April 2026, including an intensive mentoring and pilot phase lasting between 6 and 8 weeks.
Where do the mentoring sessions and pilots take place?
The mentoring sessions will be held both online and in person. The pilots will be carried out in selected Sercotel hotels in Spain.
Who retains the intellectual property?
The intellectual property belongs to the startup. Sercotel and SEIDOR will have a preferential right of use during the pilot phase, subject to the signing of a collaboration agreement and an NDA.
Can Sercotel invest in the selected startups?
Yes. The most promising startups may be eligible for direct investment or strategic agreements.
What does the winning startup receive?
Implementation of its solution in Sercotel hotels, media visibility, access to investment, and the possibility of long-term technological collaboration.
What communication support will they receive?
Coverage in specialised media (Hosteltur, Smart Travel News, El Referente) and visibility through SEIDOR and Sercotel channels.
How many startups will be selected?
Up to three finalist startups will take part in the pilot phase, and one will be chosen as the winner during the Demo Day in April 2026.
Legal Terms
Participation in OpenStay Lab implies acceptance of its legal terms and conditions.
You can consult the full document here: Download legal terms