Croatian Tourism Hits a New Trend, Guests May Find It More Important Than Sustainability

A few years ago, the buzzword in the travel industry was undoubtedly sustainability. Destinations, hotels, transport providers, restaurateurs… there was no sector that remained untouched by the trend that has gradually become the norm, rather than ‘something good to practice for tourists’. In recent years, a new phenomenon has emerged that could, according to all indications, be of equal importance to sustainability. This is personalization.

More and more travelers expect tailored experiences that reflect their individual preferences and needs. Personalized travel is currently the fastest-growing segment in the industry, thanks to digitalization, artificial intelligence, and platforms that allow travelers to independently plan every aspect of their vacation. According to Accor’s report and market data, personalization is one of the main industry strategies for 2025, with more than half of travelers opting for ‘tailor-made’ experiences instead of traditional packages.

However, when we talk about tailoring offerings to the guest’s needs, we are not only referring to activities but also to accommodation. A study conducted by Oracle and Skift showed that 74 percent of guests prefer hotels and camps that personalize the experience according to their interests and habits.

New Branding Structure of Aminess Hotels & Resorts

That is precisely why Aminess Hotels & Resorts, one of the leading and fastest-growing domestic tourism companies operating in ten destinations along the Croatian coast, has made a strategic leap in its branding and divided its properties into six specialized brands – four for hotels and two for camps, each tailored to different guest profiles.

– Guests are no longer just looking for accommodation, but for an experience shaped by their desires, habits, and values. At Aminess, we believe that understanding these individual needs is key to building long-term trust and loyalty. That is why we have developed a new branding structure that allows our guests to easily choose a vacation tailored to their needs. In this way, we combine a high level of personalized service with responsible and sustainable business practices, as this is the only way we can build destinations that are equally attractive to today’s guests and future generations – explained Petar Milevoj, Sales and Marketing Director of Aminess Hotels & Resorts, adding that he is convinced that this model represents the future of domestic tourism, placing the guest at the center of every process.

Personalization is particularly important for business people and entrepreneurs who choose their vacations thoughtfully, emphasizing quality, privacy, and amenities that will allow them to fully recharge after a demanding business season. Three types of vacations stand out that they particularly appreciate – luxury camping (glamping), family resorts, and high-end hotels.

Aminess Style Camping for Glamping Enthusiasts

Croatia is at the very top of Europe in terms of the number and quality of four and five-star camps, and interest in this form of accommodation is growing year by year. Aminess has gathered its premium camps with high service standards and rich gourmet offerings under the brand Aminess Style Camping. This includes Aminess Style Camping Avalona Resort and Aminess Style Camping Atea Resort, both aimed at guests who want to combine a natural environment with top-notch comfort. It is the perfect place for glamping enthusiasts, although gourmet enthusiasts, couples, or smaller groups who connect a stay in nature with exclusivity will also find satisfaction in these camps.

Aminess Style Camping Avalona Resort on the island of Pag stands out as the first camp in Croatia offering plots with private pools, located on a green peninsula near Povljana. Guests can choose between luxury mobile homes, glamping villas, and plots, many with their own heated pools and sunbathing areas. The high level of privacy, modern equipment, and the peace and beauty of nature have earned Avalona recognition as a true rarity on the Adriatic, confirmed by the prestigious ‘Camp of the Year’ award at last year’s Croatian Tourism Days.

Equally valued is Aminess Style Camping Atea Resort in Njivice on the island of Krk, which offers luxury camping by a pebble beach. The resort is an excellent destination for family vacations and an active lifestyle, with rich amenities such as a pool complex, sports activities, animation for children and adults, as well as restaurants with diverse gastronomic offerings.

Aminess Vival – The Ideal Combination of Relaxation and Dynamic Content

The second type of vacation that attracts business people is family resorts with a rich offering of activities and amenities, allowing them to spend quality time with their families without compromising on comfort and organization. This is exactly what Aminess Vival hotels offer – the ideal combination of relaxation and dynamic content for active vacation lovers and families.

Particularly noteworthy is the Aminess Vival Maestral Hotel in Novigrad, known for its combination of authentic Istrian ambiance and modern luxury amenities. Guests have access to three pools, including an infinity pool with seawater next to a spacious sunbathing area, and an indoor semi-Olympic pool with a glass roof, located next to the gym and spa area.

The hotel is also family-friendly, with children’s animation and professional leaders, as well as for athletes, offering professional services and facilities for quality training. The wellness center, covering over 2500 m², includes saunas, massages, and treatments inspired by the Mediterranean, making it an ideal place for complete rest and relaxation.

Aminess Laurel – Exclusivity with Personalized Service

The third preference of business people is luxury five-star hotels, of which there are only about twenty in Croatia. This exclusivity, combined with personalized service, privacy, and high gastronomy, makes them attractive places for short but intense vacations at the highest level. Additionally, there is an increasing number of high-paying travelers in Croatia seeking top comfort, discreet and exclusive service, personalized experiences, and authentic ‘high-end’ vacations. Therefore, the ideal destination for them is Aminess Laurel, a premium segment of the highest category hotels.

The flagship of this brand category is the luxurious Aminess Laurel Khalani five-star hotel in Makarska. The hotel stands out with impressive interiors inspired by the nature of the Mediterranean, luxurious pools (three outdoor and one indoor heated pool), wellness and spa areas, including a hamam, Finnish and bio saunas, and massages designed for complete rest and energy renewal. Guests appreciate the excellent gastronomic offerings with restaurants and bars that provide diverse and creative menus. Particularly noteworthy is The Above Rooftop Restaurant & Bar, located at the very top of the hotel, which offers guests a unique view of the sea and exudes glamour, turning every gourmet moment into an unforgettable experience.

Aminess has clearly recognized the importance of personalization as a key trend in modern tourism through its new branded architecture, providing amenities and services that adapt to the individual needs and desires of travelers. By focusing on creating unique and personalized experiences, Aminess not only keeps pace with changes in traveler behavior but actively sets new standards in the Croatian tourism offering. With this approach, the company stays one step ahead of the competition, shaping the future of tourism in Croatia through flexible, innovative, and experiential offerings tailored to each guest individually.