2015 to Today: How Best Stay Inspired Milena to Turn One Hotel Vision into Six Thriving Properties
In 2015, Milena and her husband attended the very first Best Stay event, standing at the crossroads of their future in hospitality with a clear goal to expand their business, eager to learn, connect, and find inspiration. They were shaping the future of their Casa del Mare Boutique Hotel Group. Having started their journey in 2009 with a single 8-room hotel, they already had a clear vision: to go beyond daily operations and build a collection of boutique hotels supported by a centralized office. Fast forward to today, Milena manages six stunning properties, with plans to expand even further.
Looking back at your journey from the first Best Stay Event in 2015, how has your vision for Casa del Mare evolved over the years?
From 2009 when we opened our first Casa del Mare hotel with only 8 rooms, we had a vision and ambition to go beyond simply managing the daily operations of a single hotel. After gaining in-depth experience with the various departments and understanding the financial dynamics and challenges of small hotels, we realized that the key to achieving this vision was to create a collection of boutique hotels with centralized office. This would allow us to assemble a dedicated team to manage the day-to-day operations, giving us the opportunity to focus on long-term strategic development.
By 2014, we expanded and include two additional properties, officially forming our Casa del Mare Boutique Hotel Group. Today, the group has grown to five hotels, with another Casa del Mare Mangata property in the pre-opening stage. Additionally, we have established Casa Hospitality Management, which has already secured two management contracts. The first is for our debut hotel in northern Montenegro, Hotel Wulfenia in Kolašin, which is slated to open in December this year. The second is for Hotel Alivia in Sveti Stefan, with an opening projected for late 2025.
What were some of the key challenges you faced when you first started Casa del Mare, and how did participating in Best Stay influence your approach to overcoming them?
The biggest challenge was finding a financial structure that would generate higher revenues, enabling us to hire the talent needed to support the company’s expansion. What once seemed like a major obstacle often hides simple solutions - not simple in the sense of being easy to implement, but not as difficult to conceive. Attending events like these and networking with industry professionals opens new perspectives and brings valuable insights, making them immensely beneficial.
At the 2015 event, I was inspired by a panel discussion where Italian architect spoke about brand identity from an architectural perspective. He shared the vision of Hilton in its early days, aiming to provide a consistent design experience regardless of location, whether in China, Italy, or USA. While this approach initially strengthened their brand identity, it later revealed a downside: people who were sleeping in the Hilton hotels worldwide - found themselves waking up without a sense of place, missing the unique characteristics of their destination. This insight reinforced our commitment to keep creating a distinctive local experience, incorporating unique touchpoints in our service, design, culture, and cuisine.
Even if only one actionable idea is taken away to start implementing the next day, it will undoubtedly prove highly valuable. The key is to ensure that it doesn't remain merely talk.
What are your current business development plans for expanding Casa del Mare and Casa Hospitality Management in Montenegro and abroad?
Our goal has always been to create a strong brand that can stand by international ones while emphasizing the local experience. As we like to say, it's all about the "Casa feeling" - where guests feel welcomed, comfortable, and cared for. We aim to expand the Casa del Mare brand beyond the boundaries of the Bay of Kotor. A step in that direction is our new project, Casa del Mare Mangata in Budva, followed by plans to expand beyond Montenegro to destinations such as Croatia, Albania, Italy.
Casa Hospitality Management is already overwhelmed with requests for new projects, but we are moving forward steadily. We are currently in negotiations for a historically significant project for Montenegro, and we would be honored and privileged if our company's name were to be associated with such an important endeavor.
How do you see the future of the hospitality industry in Montenegro, and what role do you envision Casa del Mare playing in that landscape?
Montenegro is a country blessed with exceptional natural beauty. We are fully aware that, while these landscapes are not enough on their own to create a complete tourism product, there is no destination without them. Through our business operations, we strive to adopt sustainable practices, support small local producers, promote our destination across as many markets as possible. We also hope that by leading by example, we can inspire the growth of family-owned boutique hotels, which we believe are the perfect complement to Montenegro’s unique landscape.
What advice would you give to new entrepreneurs in the hospitality industry who are just starting their journey, as you once did?
People are the core asset of the hotel industry. It is important to continuously invest in knowledge and skills, as well as in the people within the team. Every moment dedicated to this will undoubtedly pay off in the long run.
Additionally, staying up to date with trends and constantly moving forward is essential. Standing still ultimately means falling behind.