Sake Jan Velthuis

Sake Jan Velthuis is a Professor in Sustainability in Hospitality and Tourism at Tilburg University, where he pursues a PhD in collaboration with the Experience Lab at Breda University of Applied Sciences (BUAS). His research focuses on bartender-guest relationships, for which he received the 2023 CHME Conference's Game Changer Best Paper Award. He teaches a neuromarketing minor, emphasizing psychophysiological methods like eye-tracking and brainwave analysis to inform marketing strategies.

• PhD Research: Investigates how friendships between bartenders and guests develop, informed by his 20+ years of hospitality experience.
• Education: MSc in Consumer Behaviour from the University of Amsterdam (2015).

He is affiliated with the Neuro Marketing Science and Business Association and the Neuromarketing World Forum programme committee. His work bridges academic research and practical client solutions in the hospitality sector.