In an exclusive interview with Zoran Pejović, the renowned hotel development executive, public speaker, and hospitality expert, we delve into his profound insights and visionary approach to the world of hospitality. As the Chief Transformation Officer at Lošinj Hotels & Villas, Zoran shares his strategies for shaping the future of luxury accommodations and the dynamic challenges of the ever-evolving hospitality industry.

Can you share your insights on the trends you anticipate in the tourism industry for the year 2024, especially in the context of Croatia?

If the global stage remains as is, which is unlikely given the latest developments in the Middle East, Croatia faces the conundrum of "value for money." That is the question that we will be asked to answer in the coming years, and we better prepare a good answer. The charge to balance cost and quality may result in rate reductions in some cases. In cities like Split, the alignment of cultural, historical, and geographic factors seems to resonate with modern travel desires, especially among younger demographics. This serendipitous confluence might give certain locations a buffer against broader industry challenges. It's not so much about gaming the system as it is about acknowledging the depth of these natural synergies. Other destinations that are overly dependent on a small number of source markets might suffer in 2024 and beyond.

Luxury tourism seems to be a key focus for Jadranka Turizam. What are your thoughts on the potential and growth prospects of luxury tourism in Croatia?

The global luxury tourism sector is expanding rapidly, which is a continuation of pre-Covid trends, growing at twice the pace of its mainstream counterpart. In Croatia, the demand far outstrips the current offerings, but the hurdle is in the quality of experience we provide. Many of the requests never come to life, as we can't accommodate the expectations of modern luxury travelers, be it in the way of infrastructural or service side of things. Croatia has yet to fully embrace a philosophy where we're not just selling rooms or views but transformative experiences. The future lies in making every step of the guest's journey an extraordinary encounter. It's not merely about adding value, but about rethinking the essence of what luxury should embody in our particular cultural and natural setting.

How do you feel about the current direction of Croatian tourism? Do you believe it's on the right path, and if not, what changes do you think are needed?

Over the years, Croatia has commendably linked travel with enogastronomy, culture, and history, creating an integrated experience for tourists. However, uncharted territories like well-being, nature, and adventure tourism beckon with significant potential—often promising high returns with minimal resource impact. But these opportunities aren't self-sustaining; they hinge on a concerted effort to invest in our human capital. The lion's share of this responsibility rests squarely on the shoulders of major hotel and travel companies. It's not merely about selling or servicing these opportunities; it's about nurturing industry heroes who can unlock these potentialities. We must be committed to equipping our people to rise to this challenge, transforming them into the heroes our industry needs.

As the Chief Transformation Officer at Jadranka Turizam, could you explain your role and the specific goals you have set for transforming the island of Lošinj and its hotels into leaders in the luxury hospitality sector?

My purview encompasses the commercial and communications aspects, alongside spearheading well-being initiatives and aligning both internal and external brand culture. But the transformative essence of Lošinj doesn't require alteration; it needs revelation. My goal is to bring the island's inherent transformative power closer to the global eye while ensuring our offerings harmonize with its rich history and natural beauty.

Hotel Bellevue recently became the first hotel in Croatia to join the prestigious Preferred Hotels & Resorts brand. Can you elaborate on what this partnership brings to the hotel's business operations?

This alliance is more than a door opener; it's a credibility builder that integrates us into one of the most globally recognized hotel memberships. From loyalty programs to distribution channels, the partnership offers manifold avenues for learning and growth. However, the true measure of this partnership lies in our ability to leverage these resources to their full potential. Moreover, it facilitates a dialogue with industry leaders and peers, enriching our own practices while contributing to the global conversation on luxury hospitality.

Sustainability is a major theme in your projects. How do you plan to incorporate sustainability into luxury tourism, and what benefits do you foresee for both the environment and guests?

Sustainability is a complex narrative that's been evolving in my mind for perhaps a decade or more. It can't be reduced to mere carbon footprints; it's about creating something intrinsically valuable, something that merits preservation both aesthetically and narratively. True sustainability must be context-sensitive, resonating with local realities as well as global responsibilities. In that vein, our strategies are aimed at creating symbiotic relationships with the local environment and community, thereby enriching both our guest's experiences and the world we share.

Given your background in luxury projects and innovation, what are the key factors that differentiate a luxury hospitality experience in your view, and how do you plan to implement them in your role?

At the crux of luxury hospitality is not just what we offer, but the lasting impact it has on the lives of those we serve. The four pillars—high touch, personalization, contextualization, and well-being—work in tandem to create not just moments, but lasting memories and emotional transformations. Whether it's the exhilaration of discovering a new cultural nuance, the comfort of personalized service that understands you without the need for words, or the inner peace fostered by well-being initiatives grounded in the island's natural aura, the true metric of our success is the depth and durability of the emotional and psychological imprints we leave on our guests. It's about creating a narrative of experience so compelling that it becomes, in a way, a part of the guest's own life narrative. This perspective shapes not only our service ethos but also influences how we think about outcomes: deeply, holistically, and ever-attuned to the human element.

Croatia has seen significant growth in tourism in recent years. What strategies do you believe are essential to sustain this growth while maintaining the unique appeal of the country?

Maintaining growth is a nuanced dance that calls for a harmonious blend of scalability and honesty, honesty with ourselves and others about what we can truly deliver and what can be sustainable beyond just one tourist season. Our strategies must zero in on cultivating sub-segments of tourism that resonate with Croatia's innate natural and cultural assets. Concurrently, the importance of continual investment in human capital cannot be overstated; our service standards must evolve in tandem with guest expectations. Moreover, it's crucial that we adopt a form of conscious capitalism, taking into account the ramifications of our growth strategies on Croatia's social and ecological well-being. Though I'm inherently liberal and a strong proponent of the free market of ideas, I firmly believe that education, rather than government mandates, should guide us in achieving this conscientious growth.

In your opinion, what are the most exciting developments or innovations in AI tourism that we can expect to see in Croatia in the next five to ten years, and how will they transform the way tourists experience the country?

Another topic that occupies my mind. I have not fully made up my thoughts on this. While AI holds transformative potential for enhancing personalization and efficiency, we must be vigilant of the pitfalls that come with over-reliance on technology. One danger is repetitiveness; the algorithms can easily fall into a pattern, delivering what they 'think' the guest wants based on data but missing the nuances that make human interactions rich and surprising. There's a fine line between personalization and predictability.

Additionally, AI systems are only as accountable as the humans behind them. They can carry out tasks with surgical precision, but when things go wrong, they lack the capability for self-awareness or ethical reasoning. That's why it's crucial to ensure that these systems are designed with a strong ethical framework and that there are accountability mechanisms in place.

Honesty, too, is paramount. AI's propensity for data collection could easily slide into intrusive surveillance if not carefully managed. Guests should not only be aware but should also consent to how their data is used to shape their experience.

So, while AI can significantly enhance the tourism experience in Croatia, it's important to approach its integration with a balanced understanding of its limitations, always with a human touch to ensure ethical and genuine interactions.