Back to agenda Brand Desire: from attention to loyalty Mon 16 Feb | 10:30 - 11:00 Digital Theatre Business Pass In an environment where attention is the scarcest resource, the challenge is to create lasting connections. This conversation explores how authentic experiences transform curiosity into connection, connection into conversion, and conversion into emotional loyalty. Because success lies not in attracting people, but in making them want to return. Speakers Juanma Barea Brand Marketing Manager Meliá Hotels International Yamil Errasti Carlo Founder & CEO Everything Now Marta Iglesias Content Creator Publicist Moderators Fabián González Director, Luxury Braintrust