For the last ten years – globalization and the last five years – recession; have both significantly changed the behavior and requirements of today’s tourists. Globalization brought about the tourists’ need to change their destination over and over and again (as opposed to the years-long pattern where guests always stayed at the same destination) while the recession considerably raised tourists’ awareness of the actual value of what they are paying for.
While an increasing number of hotels worldwide opt for management companies and franchise contracts with large hotel brands, in Croatia the percentage of brand hotels is considerably smaller. With this manner of development Croatia loses a large part of the market long term, considering that guests travel to various destinations, mostly opting for the same hotel brand as that way they are ensured an equal level of quality and service wherever they are.
These changes came about at a time when capital was becoming increasingly sensitive to unstable markets and even though hotel chains, for the most part, do invest in developing countries, Croatia isn’t very high on this list. Indicators of economic growth and a developed infrastructure are fundamental starting points that investors seek upon deciding which locations to develop their brand in.
The Adria Hotel Forum answers questions such as what are the emissive markets towards which Croatia will need to turn to in the future, what is changing and what is expected in selecting tourist destinations followed by which investments the leading people within the profession deem as inevitable to occur in Croatia in order for the hotel industry to continue its growth, all in accordance with the new Development Strategy of Croatian Tourism. In addition, the segment of small family hotels which are largely needed in the tourist offer and their subsequent development is also mentioned.
The goal of the forum is to motivate existing hoteliers to continue investing in their offer to make it more diverse and able to attract new investors for the development of greenfield projects and to facilitate an increased number of eco products in order for Croatia to become a “green” destination.
The conference aims to foster a discussion within the sector, network information and facilitate high-quality, fast and focused development of the hotel industry. Guidelines that suggest Croatian hoteliers should urgently turn towards sustainability considering that large foreign companies are starting to require conducting business in a “green” way as a prerequisite for collaboration, and also have a clear understanding of who their target guests are to promote themselves through all available sales-and-marketing channels as well as collaborate with companies that can complement their offer with an additional value.