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Only 3% of luxury hotels are doing it right
At the last BEST STAY Thomas Bäcklund from Elite Hotels of Sweden showed us how most luxury and premium priced hotels compete on a price. Which is wrong. If you have something your clients want, a great story they want to be a part of, the price becomes irrelevant.
A JadeWolf study of 30 hotel brands clearly showed how 70% of premium properties score bad or average on the same asset: their brand, pricing power, and the clarity of their story.
Does that make you uncomfortable? The fact that from across the street, or the internet, most of your coveted guests cannot tell the difference between you and your competitors?
You should come to BEST STAY, and talk to owners, operators, revenue leaders, marketers and technologists to get the confidence for making the right decisions and find out what hospitality is actually competing on in 2027.
No panels of people nodding to each other, but comparing recipes. A two day long working session for the people trying figure out what happens next.
What can you expect from BEST STAY 2027
01
EVERY SESSION HELPS YOU MAKE BETTER DECISIONS OR RUN A MORE PROFITABLE BUSINESS
We are not in it to "inspire" or show you generic trend notes. Our speakers share inside knowledge, specific recipes and case studies showing what worked and what did not. Panelists are talking about real industry problems and trying to solve them for you. People who know what they're talking about take the stage.
02
TAKE PART IN THE CONVERSATIONS THAT WILL CHANGE HOW YOU THINK ABOUT YOUR BUSINESS
We built Best Stay for the moments in between talks: structured roundtables, bubbly discussions, the speakers' dinner on the eve of the event, and two days of access to the kind of people you usually cannot ask for advice.
03
FUTURE LEADERS: THE INDUSTRY'S NEXT GENERATION IN THE ROOM
Hospitality students are a key part of the Best Stay. They compete, present, challenge and get challenged on the real business problems, in front of real judges. The Student Challenge gives them real life experience, and owners and GMs watching access to true talent.
04
COME TO ZAGREB THIS FEBRUARY
Best Stay is taking place in Sheraton Zagreb.
What is different this year
Hospitality can no longer compete only on rooms, rates and experiences. It has to start competing on the ability to transform guests, teams, assets and business models.
The hotels gaining market share right now aren't doing it just like the others.
They are rewriting the playbook. Trying different things and understanding why those work.
Best Stay 2027 is built around that shift. Six themes. Two stages. Real cases from operators who made the hard calls on margin, on AI, on talent, on what luxury actually means to a guest who has seen everything.
If the gap between where your hotel is and where it could be bothers you, this is the room you want to be in. If not, well, don't bother.
Download the BEST STAY 2026 Report
A curated recap of what happened inside the room, key topics, standout moments, and the people shaping hospitality today. See who attended, what was discussed, and why BEST STAY continues to bring together the industry's most relevant voices.
Who will you meet at BEST STAY Event?
Owners, board members and directors of hotels and hotel groups — CEOs and managers of hotels and hotel groups — Purchasing Managers, IT Managers, Marketing and Sales Managers and Directors, Operations Directors, Revenue Managers — Supplier and advisors of quality products and services in tourism — Investors and developers in tourism — Project managers and consultants in hotels and tourism companies — Tour operators and travel agencies — Tourist boards and governments
BestStay Insights
Latest news, updates and insights from tourism industry
What are people saying about BEST STAY Event?
Hear from industry leaders, hoteliers and students who have experienced BEST STAY.
“BEST STAY is different than other conferences. The amount of quality people, the amount of experts in their field that I get to meet here, the number of companies who develop technologies for hotel industry is absolutely amazing.
Jakub Dobies
Director, Digital Field Marketing, Eastern Europe, Marriott, Poland
“As a long-standing sponsor and partner of BEST STAY, BWH Hotels is proud to support an event that brings together inspiring, forward-thinking hospitality professionals from the region. BEST STAY once again created space for meaningful dialogue, fresh perspectives and valuable industry connections. I personally appreciated the opportunity to exchange ideas with dedicated colleagues, and we look forward to continuing this partnership.”
Ivona Meissner
Area Director Austria & Central Eastern Europe, BWH Hotels Central Europe, Austria
BEST STAY is one of those rare industry events where I leave feeling both professionally inspired and personally energized, having had honest conversations, gained future focused insights, and genuinely enjoyed connecting with peers - reassured that I am not alone in facing today’s challenges.
Branko Putnik
General Manager, Lazure Hotel and Marina, Montenegro
“A multi faceted event which doesn't pretend to be something it isn't. Constantly raises the bar, and always delivers on the promises it makes to potential delegates and exhibitors.”
David Taylor
CEO, Kew Green Hotels, UK
“BEST STAY is for people who value Best insights in industry.”
Ana First
CEO, Dubrovnik Sea Sun Hotels, Croatia
“It’s efficient, but it’s also comfortable. And in business, that’s what you want - to be efficient, but make people feel at ease. This event gets that right.”
Anthony Melchiorri
Author of Show Up, Founder of Argeo Hospitality, Host and Exec Producer of Hotel All Stars and Hotel Impossible, USA