Topic and content:

Does behavioral science have a role in addressing various challenges the hotel industry faces, from marketing and finance to service improvement and attracting guests? 

Dalibor Šumiga answered this question in a lecture that covered a series of other questions and challenges that hoteliers encounter in their day-to-day work. The emphasis was on the numerous advantages of the application of behavioral science in the hospitality industry, as well as ways it can help with solving problems at a point when additional investments into resources and personnel can no longer suffice.

HOW Festival is one of the most important events for hoteliers in the region. The program includes a series of educational and interactive activities, including panels, workshops, and lectures held by industry leaders.