A decade of the hospitality industry’s finest minds — returning to the Adriatic for a boldly reimagined 10th edition.
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HOW was built because hospitality told us what was missing — a festival of mainstage, masterclasses and after-hours, from the industry, for the industry. We don’t tell hospitality where it’s going. We host the room where it figures it out.
Every edition has added something the room didn’t know it needed yet: new formats, new voices, sharper conversations, deeper nights. Not because change is a brand strategy, but because the industry never sits still — and neither do the people who fill this room.
In 2026 we’re not here to recap the last ten years. We are here to spark the next ten.
Keynotes and main-stage conversations from the operators, owners and visionaries shaping global hospitality.
The formats built to move the industry forward — Masterclasses, the HOW Fight Club, the Mentorship Programme and the launch of the Young Leader Award.
The network, the party, the feeling — everything HOW has stood for over a decade, and the reason the room comes back year after year.
A fully funded seat on the Hospitality Concept Strategy programme at EHL Hospitality Business School in Lausanne, for one young leader from the Adriatic — in partnership with EHL. Applications close 25 September.
Our new eight-month mentorship programme — 10 emerging professionals, 10 senior leaders, in partnership with EHMA. Apply by 30 September.
President, European Hotel Managers Association
The Leading Legend Award winner 2022
Managing Director, Xenos Deluxe Hotel Group - Marriott Luxury Collection
Global Head of Talent, Aman Group
Senior Director of Marketing & Workspaces, Ruby Group
Chief Executive Officer, Mindsmiths
General Manager, Numa Group SE
Founder & Chief Creative Officer, Creative Supply
Managing Director, Primestar Hospitality
Chief Executive Officer & Member of the Board, Jadran Hoteli Rijeka
Chief Executive Officer, Kew Green Hotels
Regular rate open — €450 until 20 October, then Last Minute. One ticket covers every session, HOW Good and the party.
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