FITUR 2026 | ‘What you don't see’: Vincci Hotels pays tribute to what happens behind the scenes in a

The hotel chain surprises this year with a space that transports visitors inside a hotel like never before at the International Tourism Trade Fair. From 21 to 25 January, attendees will be able to step into a stand that invites them to discover the invisible essence of hospitality. Its stand “What You Don’t See” pays tribute to the silent work of its team and all the mechanisms that make a perfect experience possible in each of its hotels.

Vincci Hoteles returns once again to the International Tourism Trade Fair (FITUR), which will take place from 21 to 25 January at IFEMA, Madrid, with an innovative proposal full of symbolic meaning. Under the slogan “What You Don’t See”, the chain’s new stand offers an emotional journey through the invisible soul of the hotel experience: everything the guest does not perceive, but which is essential for everything to work smoothly during their stay.

Following the success of its project at the 2024 edition, “Vincci Suite”, which was awarded the Eficacia Award 2024 and the Eventoplus Gold Award at FITUR 2024, as well as a Silver in the Fair category at the BEA World Awards and a Gold in the Stands category at the FIP Awards, Vincci Hoteles once again bets in 2026 on a high-impact creative proposal. A stand that not only surprises on a visual level, but also emotionally connects with visitors.

A tribute to the human team and the magic that happens behind the scenes

The central concept of the stand revolves around a dual narrative: on the one hand, everything invisible that makes up the guest experience (personalised attention, warmth, silent excellence); and on the other, the entire human mechanism that makes it possible. A journey that begins long before the traveller arrives and continues even after they have left.

Designed with an industrial and minimalist aesthetic, the stand symbolically recreates the “backstage” of one of its hotels, that behind-the-scenes space where everyday life unfolds, the areas that are not usually seen, but where the real magic takes place. The concrete floor, exposed piping and white furniture create a clean, conceptual canvas that highlights the true protagonists of this edition: the hands, representing the human work behind every detail and every Vincci experience. These hands are present in different ways throughout the stand, including articulated wooden hands placed on large murals, holding objects representative of each department, as a tribute to every one of them.

The experience begins right at the entrance to the stand, where two hand sculptures welcome trade fair visitors. In addition to being a visual nod to the overall concept, they become a unique spot for taking photos for social media (an Instagram Point). An interactive contest has also been organised in this area to reward attendee participation with prizes including discounts, invitations to its gastronomic offerings or spas, and even a free weekend stay at its hotels.

An emotional concept that connects with the true essence of luxury

This year, Vincci Hoteles focuses on what cannot be seen but can be felt: commitment, professionalism, attention to detail. At a time when luxury is increasingly linked to authenticity and the human experience, the chain’s space at FITUR offers a different, elegant and sincere perspective on the true value of hospitality.

“What You Don’t See” is a metaphor for the soul of Vincci Hoteles. A tribute to its teams, present in every corner of the stand and every corner of the hotel. A recognition of the beauty of work well done, of silent care and of the detail that transforms.

"Come. Be amazed. Discover more than 40 four- and five-star hotels where every experience is unique. Open your eyes. Look around. Enjoy the most privileged locations. Look. Touch. Feel a design and a style that can be appreciated in every detail. Rest. Relax. Let yourself be cared for by a service where you are the centre. Dream. Smile. Live. You are at a Vincci"

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