MedTech compliance in Croatia – when a hotel, destination and palm trees become a problem for a medical congress
The third edition of Hotel Summit – Executives Only will take place from 14 to 16 October in Dubrovnik, offering a programme that covers over 20 topics addressing key questions currently facing the hotel industry: how to develop and position a hotel, which operating model to choose, how to boost revenues, where to invest, how to attract and retain talent, and how to prepare for the shifts brought by AI and new technologies.
Hotel Summit brings together hotel owners and investors, hotel and department managers, representatives of international hotel groups and key partners in the hospitality industry. The focus is on the entire hotel operations lifecycle – from investment decisions and project development, to branding, operating models, sales, revenue, people, technology and daily hotel management.
This year’s programme pays special attention to decisions directly impacting the value and performance of hotel businesses. It will serve as a meeting point for representatives from companies and organisations including Nammos, Minor Hotels, Aleph / Microsoft Advertising, Accor, Hilton, Maistra, Banyan Group, Valamar, Canary Technologies, Shiji, A1, Ensana Health Spa Hotels and STR, alongside numerous regional hospitality industry leaders.
Who determines today whether a hotel project is worth investing in?
The opening segment of the programme addresses how to build a hotel project with long-term business potential. Carolyn Turnbull, Chief Executive Officer of Nammos, will speak on building a global luxury lifestyle brand, while Yuan Fang, Senior Vice President Development Europe & Americas at Minor Hotels, brings an international developer's perspective on what makes a hotel project worthy of an investment commitment.
Following branding comes the matter of ownership and operating models. Peter Lösch from Maistra and Josipa Jutt Ferlan from Hilton Hotels will tackle the choice between an independent hotel brand versus joining an international brand. This ties directly into the choice of operating model: Javier De Villanueva, Senior Executive Director, Acquisitions and Development Europe at Banyan Group, Dilek Sezer, Development Director for Eastern Europe at Accor and
Alan Mantin, Vice President Development for Southern Europe at Hilton will discuss when a franchise or management agreement better suits an owner, and how that decision impacts control, operations, branding and financial returns.
Valamar offers a particularly interesting regional angle. Ivana Budin Arhanić, member of the Management Board at Valamar, will introduce Valamar's new franchise model, through which the company makes its expertise, commercial platform and business ecosystem available to other hotels while allowing them to maintain their distinct identity.
A hotel is no longer just a room: where is additional revenue generated?
Moving past development and investments, the agenda turns to commercial and operational aspects – from a guest's first point of contact through to departure. Generating extra revenue from guest engagement, the importance of pre-arrival content and the evolving guest journey are among the topics addressed by speakers from Canary Technologies, Minor Group, Shiji and The St. Regis Hotel & Residences Belgrade.
Pre-arrival sales receive special focus, while Ana First from Dubrovnik Sea Sun Hotels, Zoran Čas from PHOBS and Katarina Božić Fuštin from Molum Hotel & Residences explore how hotels are working to grow their direct booking share and regain greater control over sales channels.
Revenue, distribution and a commercial reality check
Data, distribution and revenue management represent essential decision-making tools today. Zoe Zovko from STR will examine insights drawn beyond basic occupancy rates, while Evert Schuele from Ensana Health Spa Hotels presents a "Commercial Reality Check" targeting common commercial missteps hotels continue to make. The programme connects data, distribution, sales and revenue management: selling a room is not enough – knowing to whom, when, through which channel and at what acquisition cost is what matters.
If AI cannot find your hotel – do you exist for the guest?
AI moves directly into day-to-day hotel operations this year. Adam Hamadache, Chief Executive Officer at Formula, poses the question "If AI Can’t Find Your Hotel, Do You Exist?" initiating a discussion on next-generation hotel visibility. What will hotel search look like in a world where guests ask ChatGPT, Gemini, Claude or Perplexity for stay recommendations instead of browsing dozens of traditional search engine results? For hotels, digital visibility goes beyond Google ranking alone. How AI systems interpret a hotel, what details they extract and whether they recommend it as a relevant match are becoming vital factors.
The hotel of the future: technology, people and profitability
Technology is transforming hotel operations, yet human talent remains just as vital. Hans Heijligers from Glasshouse Hospitality, former CEO Japan – IHG/ANA Hotels Group and former VP Operations Singapore – Pan Pacific Hotels Group, will unpack what truly drives the hotel of the future. Katrin Melle, Founder of CareerKonnector Mentor Alliance and former Regional Vice President Talent & Culture EAME at Hyatt Hotels Corporation, focuses on emotionally intelligent leadership in the digital age. Beside talent and technology, the event tackles a direct question: how to safeguard profitability amid rising costs without compromising guest satisfaction? Marina Radjenovic from Heritage Grand Perast and Dean Županović from Lošinj Hotels & Villas discuss achieving this balance – where to reduce expenses and where to invest. The agenda concludes with sustainability and operational efficiency: Miriam Dierks from SHINE Consulting and Matina Gjurašić, PhD, from the Institute for Tourism will discuss the future of hotel housekeeping, greenwashing and sustainable solutions, along with their impact on operating costs and guest experience.
From investment to guest – the complete hotel business cycle in one place
This year’s Hotel Summit brings together aspects of the hospitality business that are often treated separately despite being closely linked. Investment decisions shape hotel positioning. Brand and operator selection define part of the business model. Distribution and revenue strategies drive turnover. Technology alters sales and operations, while staff deliver the guest experience. Together, these factors must yield a sustainable and profitable business.
"We wanted to design the programme around actual business decisions being made in hotels today, rather than focusing solely on trends. The hotel industry is evolving rapidly, but every change must ultimately answer the same question – how will it impact hotel performance?" the organizers emphasize.
Hotel Summit 2026 opens on 14 October with a Welcome Cocktail, followed by the main conference days on 15 and 16 October at Valamar Lacroma Dubrovnik. In addition to the conference sessions, attendees will enjoy dinner and an evening party at Dubrovnik’s Revelin.
The third edition of Hotel Summit in Dubrovnik brings together international hotel groups, regional operators, owners, investors, developers and specialists across sales, revenue management, technology and hospitality services, focusing on business decisions that are actively shaping how hotels operate.
Further information is available at: hotelitsummit.com.
