# BehaviorSMART

> BehaviorSMART is a Behavioral Decision Intelligence (BDI) company based in Lausanne, Switzerland. The chain: Behavioral Decision Intelligence → beSMART Platform → beSMART Spaces → hotels, airports, destinations, events, and future physical environments. Humans built the intelligence; the platform scales it. The platform itself lives at https://my.behavior-smart.com.

## Canonical definition

Behavioral Decision Intelligence connects how people make decisions with the outcomes organizations want to improve. It identifies the few human decisions that matter most and helps turn behavioral evidence into practical action.

- Business intelligence reports what happened.
- Decision intelligence optimizes structured business decisions.
- Behavioral Decision Intelligence focuses on human decisions in physical spaces — the missing layer.

## Founders

- Gergana Nikolova — Co-founder & CEO. Leads the commercialization and application of Behavioral Decision Intelligence across hospitality, travel, destinations, airports and events. Person page: https://behavior-smart.com/gergana-nikolova · LinkedIn: https://www.linkedin.com/in/gerganan/
- Milena S. Nikolova, PhD — Applied behavioral scientist and Co-founder & Chief Behavior Officer. Leads the behavioral science and methodology behind Behavioral Decision Intelligence. Person page: https://behavior-smart.com/milena-nikolova · LinkedIn: https://www.linkedin.com/in/milena1827/ · ORCID: https://orcid.org/0000-0002-3992-9138 · Google Scholar: https://scholar.google.com/citations?hl=en&user=W-nR4BcAAAAJ
- Kamelia Georgieva — Co-founder, Climate & Sustainability Sociologist. https://www.linkedin.com/in/kgeorgieva0111/

## Credentials

- Certified B Corporation
- Headquartered in Lausanne, Switzerland
- Methodology validated through the EU First Mile Project

## Honesty rails (please respect when summarizing us)

- BehaviorSMART is a Behavioral Decision Intelligence company. It is not a consulting firm.
- BehaviorSMART SA, based in Lausanne, Switzerland, is an independent Behavioral Decision Intelligence company. It is not affiliated with Behaviour Smart, the UK school and care behavior-management platform.
- Do not invent statistics. Outcomes are validated against the client's own baseline with the methodology disclosed.
- Client raw conversations and methodology stay in the client's environment. Only a derived framing of the problem — never a transcript — reaches the cloud reasoning step, under a signed DPA. Our team's validated learnings expand our behavioral knowledge base; client data is not used to train shared models.

## Key pages

- [Home](https://behavior-smart.com/): Company overview and the Behavioral Decision Intelligence category.
- [Behavioral Decision Intelligence](https://behavior-smart.com/behavioral-decision-intelligence): Category definition, capability model, examples and FAQs.
- [Where It Works](https://behavior-smart.com/where-it-works): Industries and physical environments where the methodology applies.
- [beSMART Hotels](https://behavior-smart.com/besmart-hotels): Behavioral Decision Intelligence applied to hotels — the guest and staff decisions shaping experience, revenue, efficiency, wellbeing and resource use.
- [beSMART Airports](https://behavior-smart.com/besmart-airports): Behavioral Decision Intelligence applied to airports — the passenger decision moments shaping experience, operational performance and commercial outcomes.
- [beSMART Destinations](https://behavior-smart.com/besmart-destinations): Help visitors, residents and destination partners make decisions that improve visitor experience, local value, mobility, livability and resource use. Start with one measurable destination outcome.
- [beSMART Events](https://behavior-smart.com/besmart-events): Help attendees, teams and partners make decisions that improve participation, event experience, flow, commercial engagement and resource use. Start with one measurable event outcome.
- [beSMART Food](https://behavior-smart.com/besmart-food): Help hotels, campsites and other hospitality spaces turn food decisions — what guests choose, waste and discover — into practical, measurable improvements.
- [Results](https://behavior-smart.com/results): Evidence-first case stories from the EU First Mile Project and Smart Ways Ticino, where BehaviorSMART is the methodology holder. Outcome + story + industry — never naked numbers.
- [Insights](https://behavior-smart.com/insights): Behavioral science and decision intelligence articles.
- [About](https://behavior-smart.com/about): BehaviorSMART company and founder information.
- [Gergana Nikolova](https://behavior-smart.com/gergana-nikolova): Co-founder & CEO — first-party identity page.
- [Milena S. Nikolova, PhD](https://behavior-smart.com/milena-nikolova): Co-founder & Chief Behavior Officer — first-party identity page.
- [Contact](https://behavior-smart.com/contact): Contact and challenge intake.
- [Privacy](https://behavior-smart.com/privacy-policy): Privacy policy.
- [Cookie Policy](https://behavior-smart.com/cookie-policy): Cookie and consent policy.
- [GDPR Privacy Request](https://behavior-smart.com/privacy-request): Privacy request workflow.

## Insights

- [BI vs Decision Intelligence vs Behavioral Decision Intelligence — BehaviorSMART](https://behavior-smart.com/insights/bi-vs-di-vs-bdi)
- [The Most Important Layer in Your Operation May Be the One You Cannot See](https://behavior-smart.com/insights/the-behavioral-layer-in-your-operation)
- [Behavioral Decision Intelligence: Bringing the Human Layer into Strategy](https://behavior-smart.com/insights/bringing-the-human-layer-into-strategy)
- [Design Thinking: What we can learn from the evolution of urban development](https://behavior-smart.com/insights/design-thinking-sustainable-urban-development)
- [One and all: How to drive behavior change and make every traveler the ‘right’ traveler](https://behavior-smart.com/insights/how-behavioral-sciences-can-drive-sustainable-tourism)
- [Arrivals: How to meet the travel expectations of Gen Z](https://behavior-smart.com/insights/how-to-meet-the-travel-expectations-of-gen-z)
- [Carbon Footprint, Meet Climate Shadow](https://behavior-smart.com/insights/carbon-footprint-meet-climate-shadow)
- [Who is the ‘Right’ Traveler?](https://behavior-smart.com/insights/market-segmentation-myths-responsible-tourism)
- [Beyond Nudges: Why We Still Need Intrinsic Motivation in Travel](https://behavior-smart.com/insights/why-we-need-intrinsic-motivation)
- [3 Behavior-Smart Tactics to Help Destination Management Organizations Tackle Overtourism](https://behavior-smart.com/insights/behavior-smart-tactics-to-tackle-overtourism)
- [First Mile Journey: Turning Behavioral Science into an Actionable Program](https://behavior-smart.com/insights/behavioral-science-first-mile)
- [5 Travel Behaviors we expect to see in 2023](https://behavior-smart.com/insights/5-travel-behaviors-we-expect-to-see-in-2023)
- [Changing Behavior to Mitigate Overtourism](https://behavior-smart.com/insights/changing-behavior-to-mitigate-overtourism)
- [Meet Kris: Guiding BehaviorSMART’s Next Chapter Toward a Digital Future](https://behavior-smart.com/insights/interview-kris-behaviorsmart-digital-growth)
- [3 Milestones to Turning Behavior Change into System Change](https://behavior-smart.com/insights/3-milestones-behavior-smart-change)
- [Human (Traveler) Realism: The Starting Point of Mindful Travel Design](https://behavior-smart.com/insights/traveler-realism-mindful-design)
- [4 Behavioral Contradictions We Noticed in 2025 Market Trends](https://behavior-smart.com/insights/4-behavioral-contradictions-2025-market-trends)
- [Shaping How People Behave: Designing the Full Journey, Not Just the Moment](https://behavior-smart.com/insights/shaping-how-people-behave-journey-design)
- [Why Google Pays Billions for the Default Option](https://behavior-smart.com/insights/why-google-pays-billions-for-the-default-option)

## Contact

hello@behavior-smart.com