Hospitality Experience

Best-Use for Large-Scale Mixed-Use Project

Horwath HTL was engaged to develop a best-use concept proposal for the hotel component of a large-scale mixed-use development project in Montenegro. The client sought to create a hotel that would align with the project’s broader vision while addressing market demands and ensuring long-term commercial viability.


Project scope

Horwath HTL was engaged to develop a best-use concept proposal for the hotel component of a large-scale mixed-use development project in Montenegro. The client sought to create a hotel that would align with the project’s broader vision while addressing market demands and ensuring long-term commercial viability.

The engagement began with an in-depth analysis of the site’s characteristics and the overall master plan of the development. This analysis evaluated the project’s location, accessibility, and proximity to key attractions and amenities, ensuring the hotel’s positioning would maximise its integration within the larger mixed-use framework.

A detailed market analysis was conducted to understand the demand for hospitality services in Montenegro, focusing on trends in tourism growth, visitor demographics, and preferences. Competitive benchmarking was also undertaken, assessing the performance of comparable hotel properties in the region to identify market gaps and opportunities.

Based on the findings, Horwath HTL developed a comprehensive best-use concept proposal for the hotel component. This included recommendations for the hotel’s vision, positioning, and target markets, tailored to meet the needs of both leisure and business travellers. Specific guidance was provided on the hotel’s branding, with suggestions for potential partnerships with internationally recognised operators that could enhance its appeal and marketability.

The proposal also defined the facility mix and area programme, outlining the optimal number and type of guest rooms, F&B outlets, meeting and event spaces, wellness facilities, and recreational offerings. Emphasis was placed on creating unique experiences that would differentiate the hotel, such as integrating local cultural and natural elements into the design and guest experience.

Finally, Horwath HTL provided strategic recommendations for the hotel’s operational model and financial feasibility, ensuring the concept aligned with market realities and supported the long-term success of the overall development. This best-use concept formed a critical component of the project’s strategy, positioning the hotel as a key driver of the development’s success and its appeal in the Montenegrin tourism market.

Hospitality
Operational Support
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