Christoph Müller-Stoffels, Head of Global Communications at ADA Cosmetics International, reflects on the brand’s debut at NoVacancy Expo London – from strong buyer engagement and strategic UK visibility to the growing demand for integrated water and amenity solutions in hospitality.
How did ADA Cosmetics’ objectives for exhibiting at London’s first NoVacancy Expo align with the audience and buyer profile you encountered at ExCeL London, and did the show meet your expectations in terms of lead quality and brand exposure?
ADA Cosmetics had a great experience at London’s first NoVacancy Expo. From the very beginning, the conversations were engaging, forward-thinking and highly relevant to our strategic focus in the UK market. As the official cosmetics partner of the show, we achieved strong brand visibility and were able to position ADA Cosmetics as a leading expert in sustainable hotel amenities and dispenser solutions.
What made this appearance particularly impactful was that we didn’t only present ADA Cosmetics. As part of the Pink Planet Group, we were also able to introduce innovative water dispensing technology. Bringing sustainable water and cosmetic solutions together under one roof sparked genuinely interesting conversations. Many hospitality professionals immediately recognised the potential of combining both categories to reduce waste, improve operational efficiency and elevate the guest experience.
In terms of lead quality and brand exposure, the show fully met our expectations. The buyer profile was well aligned with our target audience – decision-makers who are actively looking for innovative, future-proof solutions.
From your perspective, what differentiated the London edition of NoVacancy Expo from other hospitality trade shows ADA Cosmetics attends across Europe, both in terms of organisation and the calibre of hospitality professionals visiting the stand?
Every trade show has its own character, shaped by the people behind it and the hospitality professionals attending. The London edition of NoVacancy Expo had a particularly dynamic and collaborative spirit.
Starting the day with a 5k charity run in support of Hospitality Action set a positive and community-driven tone. It immediately created a sense of connection among participants and reflected the industry’s strong values.
We appreciated the close and constructive relationship with the organisers. At ADA Cosmetics, we value long-term partnerships with trade fair organisers across Europe, and NoVacancy London stood out for its openness and hands-on collaboration. There is a clear understanding of how exhibitors and organisers can create mutual value – and the team was professional, approachable and easy to work with.
The calibre of visitors was strong, with many quality conversations at eye level, particularly around sustainability, operational efficiency and future-oriented guest concepts.
Were there any standout conversations, partnerships, or market insights that emerged during the event at ExCeL London that you believe will shape ADA Cosmetics’ UK strategy over the coming year?
One of the key insights from the event was the strong market readiness for integrated sustainability solutions. The combination of leading sustainable water systems and innovative cosmetic dispenser technology under the umbrella of the Pink Planet Group clearly resonated with visitors.
The industry is looking for partners who can provide holistic solutions rather than isolated products. Bringing together water and cosmetics has the potential to become a real gamechanger for hospitality – both environmentally and economically.
For ADA Cosmetics in the UK, this reinforces our strategic direction: positioning ourselves not only as a supplier of premium hotel cosmetics, but as a long-term innovation partner helping hotels shape the future of sustainable guest experiences.
We are very much looking forward to seeing this integrated approach unfold further and to actively shaping the next chapter of the industry together with our partners.