Manuela Šola: Croatian event industry needs a bolder step into technology and more dynamic formats
At a time when the hotel industry is simultaneously facing pressure on margins, changes in guest behavior, and the need to make decisions faster than ever, BEST STAY 2026 continues to strengthen its role as an event that goes beyond the traditional conference format. This is not a place people come only to listen – they come to work, speak openly, and look for solutions that can be applied immediately.
The conference will take place on 12 and 13 February at the Sheraton Zagreb and will bring together 300 hoteliers and tourism professionals from across Europe. More and more participants are attending in teams – with marketing, sales, and revenue management together – because this is exactly the level at which decisions are made today that directly affect profitability and long-term sustainability.
BEST STAY as a working meeting: from Bubbly Discussions to hands-on masterclasses
The program runs in parallel across two stages. The Strategy & Profit Stage is designed for owners and experienced leaders focused on profitability, resilience, and hotel product development, while the Future Talents Stage is dedicated to the next generation of professionals and the topics already shaping the future of the industry.
At the heart of the program are the Bubbly Discussions – eight moderated small-group discussions covering the issues hoteliers deal with in practice every day: from pricing management and authentic destination branding, to the application of artificial intelligence in operations, F&B as a profit center, and future travel trends. It is a format that creates a safe and professional space for exchanging experiences, questions, and viewpoints that are often difficult to voice in traditional panel settings.
One of the key themes of BEST STAY 2026 is the collaboration between marketing, sales, and revenue management. Not as a theoretical ideal, but as a necessity in an industry where expectations are rising, resources are limited, and pressure is constant. The conference also opens up the question of the limits of human capacity, along with the need to adapt processes and redefine hotel products.
Among the main keynote speakers is Tomas Bäcklund, Chief Marketing Officer at Elite Hotels of Sweden, who brings experience in managing profitability and branding through years of crisis, serving as an introduction to the deeper, more hands-on formats that follow throughout the program.
The second day of the conference begins with a talk by Igor Šehić, Business Performance Coach, who uses examples from elite sport to speak about leadership, focus, and mental resilience in high-pressure environments. The program continues with the topic of longevity as a hotel product, with a focus on health, longer guest stays, and new service models. The second day concludes with the Student Challenge, in which five finalists present pilot projects on the implementation of autonomous vehicles in hotels, cities, and destinations.
From AI solutions to mental resilience – real tools for real challenges
An important part of the BEST STAY program is also made up of workshops and masterclasses, designed as hands-on formats, covering topics from hotel franchising in an AI environment, non-verbal leadership, and budget management, to sales strategies and modern restaurant operations. The focus is on practical work, exchange of experience, and tools with real application.
BEST STAY also remains recognized for its structured networking, with a balanced ratio of hoteliers and partners, as well as formats that encourage high-quality, long-term business relationships.
„Best Stay is not a place people come to for inspiration, but for clarity and direction“, says director Martina Lucić Čanak. „Our goal is for participants to leave with concrete conclusions they can apply immediately.“
In an industry that demands constant adaptation and collaboration, BEST STAY 2026 confirms its role as a working meeting for hoteliers who want to make informed, thoughtful, and sustainable business decisions.
You can find the conference program here.
