Behavioral intelligence for premium hospitality
We understand how guests perceive value, form impressions and make decisions.
A premium hotel can deliver high standards, exceptional service and a strong product, yet guests may still fail to recognise part of that value, interpret it as intended or assign it sufficient importance.
The business consequence is tangible: the experience does not fully justify the price, stimulate additional spend, remain memorable enough, or generate recommendation and return at the level the quality of the hotel should support.
HUME identifies where the guest experience falls short of its full business potential, and why.
Expertise
Three levels of work across the guest experience.
01
Behavioral
Analysis
We examine how value is formed through the guest experience and which processes shape guests’ judgements, decisions and behaviour.
We translate findings into clearly defined priorities for management decisions and interventions.
Approach →02
Psychological
Design
We design experiences grounded in an understanding of human perception, behaviour and decision-making.
We develop spatial, communication and experiential interventions tailored to the specific hospitality context.
Approach →03
Training &
Monitoring
We turn knowledge of guest behaviour into an organisational capability to manage it.
We develop the understanding, criteria and tools required for consistent implementation and ongoing monitoring.
Approach →HUME Priority Inquiry™
A focused Behavioral Analysis of one priority within the guest experience.
We focus the research on that priority to determine what shapes its impact and how it can be improved.
One precise question. A clearly identified loss of value.
Discuss HUME Priority Inquiry™ →What in the arrival experience undermines the first impression before the guest encounters the rest of the hotel product?
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Research Framework
For each research question, we develop a dedicated research design and select methods according to the type of evidence required.
We analyze the relationships between elements of the experience to determine what produces an effect, under which conditions and through which mechanism.
The objective is to turn hidden losses of value into greater perceived value for the guest and stronger business performance.
Research Framework
Irina Maričić
At the intersection of academic research, economics and psychology.
Irina is a doctoral researcher focusing on decision-making and autonomy, holds a Master’s degree in Economics with a specialization in Marketing, and is a certified facial coder. HUME connects empirical research, psychological understanding of human behavior and the economic logic of business performance.
More about Irina