HRTurizam reports that lifestyle hotels have been a trend in the international hotel industry in recent years because they aim to create an authentic experience and push the boundaries of the traditional hotel concept. They are especially sought after among the younger target group of tourists, i.e., millennials.
Following new trends and signals from the market, Valamar has launched a new lifestyle brand called [PLACES] by Valamar.
The new hotel concept is based on getting to know the destination’s true local Mediterranean lifestyle, focusing on authenticity. The brand is intended for guests seeking freedom of choice, modern design, and an authentic destination experience with full respect for nature and the environment.
One of the most significant features of this hotel is the [PLACESFLEXI] offer, which gives guests complete freedom to enjoy the restaurant offer in the rhythm that suits them best, according to Valamar. If for any reason they missed lunch or dinner – 25 euros of their daily credit can be used in a restaurant or hotel bar. What they don’t spend that day, they can transfer to the next. Attention should also be drawn to the pool complex, which becomes the center of daily entertainment with live music by local bands and DJs, and the party continues after sunset.
With the introduction of the [PLACES] brand, Valamar continues to follow the latest trends in the hotel industry, said Davor Brenko, Valamar Riviera’s vice president of sales and marketing, adding that this is a hotel concept intended primarily for millennials, young professionals, and those who recognize themselves in the specific lifestyle values that [PLACES] promotes.
The first Valamar hotel under the new brand will be HVAR [PLACESHOTEL] by Valamar in Stari Grad on Hvar (ex hotel Lavanda), for a renovation of which a total of around HRK 53 million will be invested. According to current plans, it will open in mid-May. The hotel has 179 rooms which, in addition to high-quality workmanship and equipment, will also have the possibility of cashless payment with a bracelet and contactless check-in.
“For HVAR [PLACESHOTEL], the most important will be the markets of Great Britain, the United States, Germany, Austria, and of course, the Croatian market. Hvar is a destination that has successfully positioned itself in the market segments of younger, relaxed, and at the same time experientially and environmentally aware people. That is why we chose Hvar as a destination and an ideal place to launch our new brand, from which we have high expectations in the future. In the next period, we plan to open several more hotels under the [PLACES] brand,” Brenko points out.
The visual identity of the [PLACES] brand by Valamar is signed by Studio Sonda from Vižinada near Poreč, and it is one of five Valamar product brands that operate under the umbrella identity All you can holiday (Valamar Collection, Valamar Hotels & Resorts, Sunny by Valamar, and Camping Adriatic by Valamar).
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