Repurposing unused office space, PinkCloud.dk's business concept creates instant hotels. In order to meet high demand for traveler accommodations during peak seasons, PinkCloud came up with the concept for the 2013 Hospitality Design Expo in Las Vegas. While keeping travelers happy, PinkCloud is also helping out landlords by driving additional revenue into their pockets.

The business plan focuses on solving two problems that have been plaguing cities for years. By using wasted space to accommodate excess travelers, vacancies can be transformed into profit-generating venues. The profit structure works with a 60/40 split, where 40% of the profit goes towards the building owner and 60% goes towards hotel management. The hotel management necessarily receives a larger share since it handles all the logistics such as marketing, staff and furnishing.

The John Hardy Group and Hospitality Design magazine are the co-founders, and Global Allies is the sponsor of the competition.