HOW (Hotel Operations Weekend)

More than 500 participants visited HOW, the first hotel operations Festival organised in Europe. The number of visitors was a great success for the first launch during which the Festival, among other interesting offers, supplied its guests with an intriguing panel discussion and engaging lectures.

The central panel discussion, for example, was held by three top experts in the hotel industry: Edwin Broers, Jacques Morand, and Frank Reul. The audience consisted of caterers, hoteliers, and entrepreneurs. The panel, moderated by the festival’s organiser Marina Franolić, offered intriguing insights into international hotel business — the new and fast-growing economic sector.

Edwin Broers, the regional Vice President CEE at Wyndham Hotel Group, highlighted the importance of motivating not just the guests, but also the hoteliers. For, according to Broers, the business models are rapidly and intensively changing, and therefore the hotel industry needs to on one hand adjust to its guests, while on the other it needs to invest into marketing to attract employees. Jacques Morand, Vice President SEE at Hyatt Hotels & Resort, emphasized that the main priority of the business is the experience of the guests. High service quality, combining the recognition of every guest’s need and answering to those needs in any given moment, creates loyalty. Head of development at Orbis/Accorhotels EE, Frank Reul, pointed out to an additional step: his recipe for tracking new guests and trends is to anticipate guests’ wishes even ahead of the guests.

HOW festival additionally offered three very much engaging lectures: Consumer psychology in tourism, Digital trends in hotel industry, and Business digitalisation – impact on hotel


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