The entry of global hotel brands is increasingly pivotal to the growth of Montenegro’s tourism industry. A notable example is the transformation of the former Hotel Budva into the Crowne Plaza Budva, which demonstrates how an internationally recognized brand can elevate a property’s visibility, broaden its customer base, and enhance the overall international profile of the destination.
As part of the Crowne Plaza network, the hotel benefits from IHG’s extensive reservation and distribution systems, advanced revenue-management tools, and a loyalty program boasting over 145 million members. Hotel director Mića Ivanović indicated that many travelers tend to trust well-known hotel brands more than they do specific destinations or pricing alone.
This affiliation has enabled the hotel to reach previously untapped markets, attracting guests from countries such as the United Kingdom, Israel, Türkiye, the United States, India, Russia, and neighboring regions. The property has also seen an increase in business travelers, loyalty-program members, and higher-spending international visitors.
Strong occupancy rates were reported during July and August, with promising trends for September reservations encompassing individual stays, organized groups, and events. This indicates that international hotel brands may assist Budva in drawing visitors beyond the peak summer season.
Various groups—including conference attendees, sports teams, corporate events, and independent travelers—can contribute to hotel occupancy and bolster the local economy throughout an extended tourism season. Ivanović emphasized that the goal is not to forsake the hotel’s established identity or its traditional clientele but rather to merge its existing reputation with the advantages provided by a global brand.
