GRF Masterclass

January 31st 2024 - Milan

Sponsored by:

How to boost revenue through value perception

Universal principles of Value-Based Pricing applicable to the hotel industry

Which environment do customers feel comfortable?

How can an expensive price suddenly appear to be cheap?

Why do people buy from the competition?

Which subconscious mechanisms lead to the purchase decision?

These are some of the questions Prof. Kai-Markus Mueller and Chris Crowley will answer during his interactive workshop along with the following topics:

Universal principles

  • The impact of prices on quality perception
  • Learn how to apply the power of default settings
  • The power of free
  • Deal with your own fears of high prices
  • Raise prices without raising prices
  • Understanding and applying the dominant response
  • Profits with the Nobel-prize-winning prospect theory

Hospitality Industry focus

  • Bundle products the right way
  • Use anchoring to your advantage
  • Design irresistible choice architectures
  • Design menus more profitably
  • Subconscious sensory marketing and the relation to revenues
  • Decision and choices – how to make it easy for the customer

During the workshop time will be allocated to discuss how common principles can be applied in our industry, giving the opportunity to participants to discuss their own challenges and learn from others by sharing best practices.

Prof. Kai-Markus Mueller

Consumer neuroscientist

Holding a professorship in consumer behavior at a distinguished German business school, Prof. Kai- Markus Mueller is an entrepreneur, internationally renowned expert for pricing psychology, sensory marketing, advertising impact, as well as translating findings from consumer behavior to the B2B context.
Numerous media have reported on his striking findings in customer research, neuroscience, and product perception – including BBC, Forbes, ZDF, Der Spiegel, FAZ, Süddeutsche Zeitung, RTL, SWR, and Businessweek.

Prof. Kai-Markus Mueller worked with several international brands like:

Coca-Cola, Adidas, Roche, Volkswagen, Bayer, Chocoversum, Weissenhäuser Strand, Axel Springer, Haribo, Ferrero, PepsiCo, European Pricing Platform.

Co-author of “The invisible game – the secrets and the science pf winning minds and winning deals”

For more insight on Prof. Kai Markus Mueller visit:

Chris Crowley

Chief Revenue Officer - Duetto

Chris Crowley is the current Chief Revenue Officer at Duetto. Prior to this, they held the position of Senior Vice President, Enterprise Solutions, EMEA at HRS Group. Chris has also been a Partner at Nina & Pinta, and a Board Member at the Institute of Travel Management. Chris has over 15 years of experience in the travel industry, and has been with Duetto since April 2020.

Chris Crowley’s educational career includes a BA (Hons) in Law with a Language from the University of Kent, A Levels in Economics & Political Thought from Epsom College, and various certifications from LinkedIn in The Top Three Negotiation Myths, Establishing Credibility as a Speaker, Strategic Thinking, Embracing Change, Ryan Holmes on Social Leadership, and Strategic Partnerships.

They work with Darren Koch – Chief Product Officer, Vishal Save – CFO, and Carl Lytikainen – Chief Customer Officer. Their manager is David Woolenberg, CEO.


Be part of it!

Join us also on 31 January as we delve into the fascinating world of neuroscience in business with special guest Kai-Markus Muller.
Don't miss out on this enlightening interactive workshop that uncovers the universal principles of Value-Based Pricing.


  • Interactive Workshop
  • 31st January 2024
  • 09am - 03pm
  • nhow Milano
  • Max 30 attendants

Want to know more?

Click here to download the extract of this year workshop

Hotelier Day Pass + Masterclass

459+ VAT
The Fee includes:
  • Workshop and presentation slides
  • day delegate (including lunch)
  • checklist to assess your own level once back to your working space
Sold out


349+ VAT
The Fee includes:
  • Workshop and presentation slides
  • day delegate (including lunch)
  • checklist to assess your own level once back to your working space
Sold Out