Less talking heads.
More turning heads.

Welcome! 10 years and we are only starting

Keynote: Five Stars, Zero Memory

Why your guests forget you before they reach the elevator, and what their brain decides in the first 11 seconds.

Presentation: 2027 Travel Predictions, by Booking.com

Have a Coffee & Mingle

HOW presents: Hospitality Operations in Numbers: the Past, the Present and the Future

Europe’s hotel market remains resilient: demand is still growing as new openings slow. ADR has been the fuel for growth; however, geopolitical disruptions, persistent operating costs heighten challenges for operators. Join us as we look at what we can take from past and current performance as we look towards the future.

HOW X Talks & Panel Discussion: Global Trends

Seven minutes presentations followed by the discussion on similarities, differences and how interdepartment cooperations creates success.

Keynote: A-Z of more emotional eating and drinking experiences

In a fast-paced A to Z of the trends shaping hotel food and drink, Robbie Bargh, better known as Gorgeous Robbie, will show how hotels can turn their bars and restaurants into experience-led destinations. He'll give practical ideas for concepts that win over guests, locals and owners.

HOW Good – Our New Welcome Cocktail Concept with a Purpose

Primorsko-Goranska Country is European Gourmet Destination in 2026; Local restaurants will serve their signature dishes as finger food, giving you a real taste of the city's food scene while you catch up with fellow hoteliers. Every bite you try is also a chance to give: donate what you like for each dish you taste, and everything raised goes to charity.

P.S. HOW Good is a cocktail reception, not a dinner, so please make sure you book the dinner at the hotel.

Masterclass: The Operational Anatomy of a Michelin Star Restaurant

Masterclass: How and When Does Robotic Hotel Floor Cleaning Pay Off?

The goal of this workshop is to better understand how robots can support and help operators in reducing staff pressure and improving the level of service quality and consistency. Using a real use case implementation of cleaning robots in a hotel we will discuss pros and cons, calculate savings and discuss other benefits.
The ultimate goal is not to remove people from hospitality. It is to remove work that prevents people from delivering hospitality.

Masterclass: Quiet Excellence – The Art of Attracting and Keeping Top Hospitality Talent

Masterclass: MISH SentimentAI

Masterclass

Masterclass: Beyond the Comp Set – Finding Your Real Competition

"Most hospitality leaders define their competitors as hotels with similar ratings, locations, or target segments. But is that where competition really comes from?
In this fast-paced, interactive session, hospitality leaders will explore how evolving customer needs and expectations are reshaping the boundaries of competition. Through guided reflection and group discussion, participants will challenge traditional assumptions, identify alternative solutions that their guests consider, and discover new opportunities for differentiation and value creation."

Masterclass: How to Win Every MICE Client: Tailoring Your Approach to Different Personality Type (delivered in Croatian)

Masterclass: Every Plate Counts – Procurement Strategies That Protect Your F&B Margins

Lunch

Panel Discussion: The COO Table – Leading Operations in an Industry That Never Stands Still

Keynote: 10 lessons from a decade of hospitality concept development

What turns a hotel idea into a concept guests remember and owners profit from? Youri Sawerschel has spent the past decade shaping hospitality brands and concepts, and here he shares 10 hard-won lessons: what works, what fails and what he would do differently. Expect honest stories, practical takeaways and a fresh look at how to build products with a clear identity in a crowded market.

Keynote: Do Hotels Dream of Electric Guests? 5 Macro Trends Rewriting Hospitality

What happens to hospitality when AI can find, compare and book a hotel before the traveller ever visits its website? In this keynote, technophilosopher Simone Puorto traces 5 shifts already changing the industry: generative search, AI advertising, predictive reporting, agentic commerce and his Humans-as-Luxury thesis. For each, he asks what changes for hotels, what they can do now and, ultimately, what becomes more valuable when more of the journey is automated.

RIEDEL Wine Glass Experience

HOW presents: Future of Travel With 1 Click

Have a Coffee & Mingle

Keynote: The Red String Theory of Hospitality Marketing

Now that AI makes every brand equally visible and accessible, this keynote asks the question that matters most: what makes you different?

Keynote: Purposeful Leadership Under Pressure: Creating Focus, Energy and Trust in Hospitality Teams

Hospitality leaders operate amid constant interruption, scrutiny, competing demands and increasing expectations. Drawing on years of leading luxury hotels, including Rocco Forte Verdura Resort and Borgo Egnazia, Marco Truffelli explores the human capabilities needed to lead purposefully under pressure. The session considers how these capabilities help leaders respond rather than simply react, creating greater focus, energy and trust within their teams.

Pub Quiz: Drink, Think, Get It Wrong, and Maybe Win Anyway!

Dinner: Fueling the Night!

HOW to dance Bachata; a fast course by Davor Bilman

10X party time! With Ante Gelo & Band

CEOs unpanel

What went right this season, and what does it tell us about the fundamentals of the tourism? Leading hotel CEOs will look back at the 2026 season: the strengths the industry can build on, and the questions it can no longer avoid. Then comes the question every owner is asking: good season, but what about profitability? And the future.

Mentorship Teams Announcement

An Applause! Who is the First Young Leader Award Winner?

We Don’t Say Goodbye. Just See You Soon!