Safina Naz | Neuromarketing Researcher | Surrey Hospitality and Tourism Management
University of Surrey

Safina Naz is a behavioural scientist and PhD researcher in Hospitality and Tourism Management at the University of Surrey. Her work focuses on how hotels can design sustainability communication that feels authentic, emotionally credible, and capable of inspiring real behavioural change. Safina’s research sits at the intersection of consumer psychology, hospitality marketing, and sustainability strategy, examining how guests respond to environmental messages across the customer journey. She has consulted with the Accor Group and contributed to a global sustainability messaging whitepaper developed in collaboration with Booking.com and Accor, distributed across millions of accommodation providers worldwide. Using experimental methods and neuromarketing-inspired tools such as eye-tracking and facial expression analysis, Safina explores how trust, emotion, and scepticism shape guest engagement with sustainability initiatives. At NoVacancy London 2026, she will bring a behavioural science lens to the conversation on moving beyond “tick-box sustainability” toward meaningful, human-centred programmes that align with brand values and create lasting impact.