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.
Day 01
Oct 28
Keynotes and main-stage conversations from the operators, owners and visionaries shaping global hospitality.
Day 02
Oct 29
The formats built to move the industry forward — Masterclasses, the HOW Fight Club, the Mentorship Programme and the launch of the Young Leader Award.
Day 03
Oct 30
The network, the party, the feeling — everything HOW has stood for over a decade, and the reason the room comes back year after year.
An award that changes this leader’s career — decided by an industry jury, with the HOW family casting the vote.
Pairing the next generation with the people who built this one — in partnership with EHMA.
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 while they last.
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