At a time when hospitality businesses are facing shrinking margins, shifting guest expectations, and increasing pressure to make faster, smarter decisions, BEST STAY 2026 continues to position itself as more than a traditional conference. This is not an event you attend simply to listen. It is a working forum - a place for open conversations, practical thinking, and solutions that can be implemented immediately.

BEST STAY 2026: Profit Under Pressure in Hospitality

Taking place on 12–13 February at the Sheraton Zagreb, the conference will bring together 300 hoteliers and tourism professionals from across Europe. More and more companies are attending in cross-functional teams, bringing together marketing, sales, and revenue management, recognising that profitability and long-term sustainability now depend on strong collaboration at exactly this level.

The programme runs across two parallel stages. The Strategy & Profit Stage is designed for owners and senior leaders focused on performance, resilience, and hotel product development. The Future Talents Stage is dedicated to the next generation of professionals and the topics already shaping the industry’s future.

At the heart of BEST STAY are the Bubbly Discussions - eight moderated small-group sessions tackling the real challenges hoteliers face every day. Topics range from pricing strategy and authentic destination branding, to the practical application of AI in hotel operations, positioning F&B as a true profit centre, and identifying future travel trends. The format creates a professional and trusted environment where participants can openly exchange experiences, challenge assumptions, and address questions that are often difficult to raise in traditional panel discussions.

One of the central themes of BEST STAY 2026 is the alignment of marketing, sales, and revenue management, not as a theoretical ambition, but as a business necessity. In an environment where guest expectations continue to rise, resources are limited, and operational pressure is constant, silos are no longer sustainable. The programme also addresses the limits of human capacity, the need to adapt internal processes, and the ongoing redefinition of the hotel product itself.

Among the headline speakers is Tomas Bäcklund, Chief Marketing Officer at Elite Hotels of Sweden, who will share insights from steering profitability and brand positioning through extended periods of crisis, setting the tone for deeper, more interactive working sessions throughout the programme.

Day two opens with Igor Šehić, Business Performance Coach, who will draw lessons from elite sport to explore leadership, focus, and mental resilience in high-pressure environments. The programme then turns to longevity as a hospitality product, highlighting health-focused offerings, extended stays, and evolving service models. The conference concludes with the Student Challenge, where five finalists present pilot projects exploring the implementation of autonomous vehicles in hotels, cities, and destinations.

Workshops and masterclasses are an integral part of BEST STAY’s hands-on approach. Topics include hotel franchising in an AI-driven landscape, non-verbal leadership, budget management, sales strategy, and modern restaurant operations. The emphasis throughout is on practical tools, peer exchange, and ideas with immediate, real-world application.

BEST STAY is also known for its structured networking concept, carefully balancing hoteliers and industry partners to encourage meaningful, long-term business relationships rather than transactional meetings.

“Best Stay is not about inspiration, it’s about clarity and direction,” says Director Martina Lucić Čanak. “Our aim is for participants to leave with concrete conclusions they can put into action straight away.”

In an industry that demands constant adaptation and closer collaboration, BEST STAY 2026 reinforces its role as a focused working forum for hoteliers committed to making informed, strategic, and sustainable business decisions.

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The full conference programme is available here.