Topic and content:

How reliable are guest reviews? Can certain details trigger specific associations among customers? 

These were the questions addressed in this lecture by Dalibor Šumiga. He presented a neuromarketing study conducted before the Festival, which demonstrated that details can indeed trigger specific associations. This significantly influences the overall perception of a brand, service, staff, or marketing materials. Therefore, it’s always recommended to test users’ subconscious reactions to materials before promoting them.

Through various research examples, Dalibor showed the behavior patterns present when evaluating accommodations and services, explaining which factors can influence reviews (opinions and ratings of others, brand reputation, subjective details, etc.) and what makes them less reliable, even when people genuinely intend to express their honest opinions.

The audience had an extremely positive reaction to the lecture, and their interest was confirmed by the excellent turnout for the Q&A session. The HOW Festival – Hotel Operations Weekend – is the only festival in Europe dedicated to hotel operations, and Dalibor Šumiga was the highest-rated panelist.