A decade of the hospitality industry’s finest minds — returning to the Adriatic for a boldly reimagined 10th edition.
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For ten years, HOW has been the meeting point of the industry’s finest minds — and it has refused to stand still.
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.
Masterclasses, fireside chats and a curated agenda on the trends redefining the guest experience.
Mentorship launch, peer roundtables and the connections that turn three days into a year of momentum.
President
European Hotel Managers Association
Leading Legend Award Winner
HOW 2022
Managing Director
Xenos Deluxe Hotel Group
Senior Director, Marketing & Workspaces
Ruby
CEO
Mindsmiths
General Manager
Numa Group SE
Group VP Operations
Ruby Hotels
CEO
Kew Green Hotels
The lowest price we offer — secured on trust in a decade of HOW. Available until May 20, or while they last.
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