Marketing strategies in tourism
Today's tourism industry is based on emotional, visual, and experiential elements. Therefore, marketing strategies must be tailored to the specific needs of target groups, current trends, and local characteristics. Crucial to this is a deep emotional understanding of the target groups and precise market segmentation.
What does this mean in concrete terms? Successful marketing in tourism begins with precisely understanding and, if possible, anticipating the wishes and needs of potential guests. If a villa, hotel, or apartment complex is designed to be flexibly adaptable, it's possible to specifically target different guest groups and tailor offers precisely to their needs. This combination of clear target group communication and flexibility leads to more bookings and better occupancy rates in the off-season, peak season, and shoulder season.
Examples of segmentation during peak season:
- Luxury travelers and individual guests
- larger families
- Family groups who know each other or are related to each other
- Adventurers – individually or in groups
Examples of pre- and post-season:
- Individuals and couples not bound by school holidays (this group is growing continuously)
- Group trips for birthdays or anniversaries
- Graduating classes
- Clubs
- Team-building groups
This video provides a realistic insight into Robert Špehar's way of thinking, which is based on many years of experience in the hotel industry, travel and the implementation of his own tourism concepts – always in line with the financial possibilities.
How did Robert Špehar acquire the expertise to develop concepts and marketing strategies for hotels, apartments, clubs, and restaurants?
Robert Špehar is a long-standing expert in developing concepts and marketing strategies for the tourism, hospitality, and entertainment industries. His career is characterized by a unique combination of creativity, practical experience, and a deep understanding of market needs. This is precisely what makes him particularly successful in designing visual identities and brands for hotels, apartments, clubs, and restaurants.
Through numerous hotel stays during his professional travels in the fashion and music industries, Robert Špehar gained valuable experience in exclusive hotels and luxurious villas – partly on solo trips as a DJ and model, partly as part of group trips to fashion shows and music performances, when he was the frontman of a dance and vocal act.
He recognized early on the essential differences between properties designed for groups and those aimed at individual travelers – knowledge that later proved invaluable to him in developing gastronomic and tourism concepts.
Music, fashion, event and gastronomy career.
In parallel, since 2001 Robert has been intensively involved in the marketing of products and brands, specializing in graphic design, photography, video production and digital marketing.
ith the rise and rapid development of social networks from 2009 onwards, his focus shifted to understanding the algorithms that govern these platforms. Today, all this valuable experience informs the development of visual identities, concepts, and marketing strategies – for villas, hotels, clubs, and restaurants, among others. His marketing expertise, experience, and pronounced empathy give him a clear competitive advantage, which he continuously expands through targeted professional development and a "learning by doing" approach in the implementation of successful projects.
In 2004, Robert transformed a former restaurant, which his family had acquired in the 1990s, into a three-story tourist property. Following extensive renovations in 2017, it became an aparthotel with 11 apartments, additional amenities, and attractive outdoor areas for guests. For over 15 years, he has continuously optimized marketing, sales, workflows, offer creation, and communication, constantly adapting them to new trends and digital technologies.
The entire concept is based on many years of experience from his professional career – through stays in numerous exclusive hotels and villas worldwide, as well as through his work as an event manager and property manager in the upscale catering industry.
Pictures before and after the renovation:
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