On June 24, 2026, the large-scale business intensive HoReCa Masters took place in Uzhhorod, bringing together over 120 hospitality industry professionals from Western Ukraine. The main goal of the event was to find effective solutions for working in modern realities, where guests choose establishments not just for the product, but for the emotion and experience.
The presentation by Mykhailo Sheveliuk — founder and head of the Ukrainian HoReCa School and PhD in Cultural Studies — attracted special attention. In his session, "A Team That Retains the Guest: New HR in Hospitality," Mykhailo emphasized that service is becoming the main competitive advantage for businesses. He discussed how the role of the team is changing, why the emotional intelligence of employees is crucial, and how to create the kind of experience that makes guests return.
Expert Sessions: Key Takeaways
The event followed a Master's Case format, where seven top industry experts shared practical tools to increase efficiency:
Yuliia Kosenko (CEO of Ribas Hotels Management, co-founder of Ribas Hotel Academy)
Topic: "Stay or Leave? Creating an Experience That Attracts People to the Region." Takeaways: Discussed the importance of creating a unique experience to attract guests to regional hotels. Emphasized that guest satisfaction depends directly on the quality and speed of breakfast and banquet service.
Andriy Magaletskiy (Managing Partner at Restetika, President of the Association of Chefs of Ukraine) Topic: "Between Craft, Creativity, and Systematic Kitchen: Ready-Made Solutions for Restaurant and Hotel Complexes." Takeaways: Highlighted the importance of order over chaos and the necessity of implementing systematic solutions in kitchen operations for efficient performance.
Roman Makovetskyi (Chef at the "Chef Service" Innovation Department)
Topic: "Smart Kitchen: How Efficiency Stopped Contradicting Quality." Takeaways: Demonstrated that intelligent equipment allows for minimizing manual operations and automating time and temperature control, ensuring consistent food quality without losses.
Viktor Mykhailov (Owner and manager of the "Poryadna Gazda," "Amur," "Chizay Mala Hora" restaurants and the "Food Love" space)
Topic: "A Kitchen to Remember: Emotional Gastronomy of New Tourism." Takeaways: Noted that emotional gastronomy must be based on flawless , where technology gives chefs the freedom to be creative with local products.
Natalka Nikishina (Chef, gastro-influencer, winner of the 14th season of "MasterChef")
Topic: "New Gastronomy of Hospitality: Why People Travel for Sensations." Takeaways: Supported the idea that modern guests travel for sensations and authentic experiences, which require a high level of technical execution.
Other industry specialists also participated in the event, including restaurateur Sviatoslav Petkanych, who emphasized the importance of seamless kitchen operations and precise delivery timing for building guest loyalty.
The event was moderated by Lolia Landa — a Ukrainian restaurateur, gastronomy researcher, and founder of the Lviv cafe "Jerusalem."
HoReCa Masters served as a platform for sharing experience, leading to the conclusion that intelligent technology and a professional team are the foundation that allows the Ukrainian hospitality business to overcome crises and create world-class service.
