In the face of rising costs and global uncertainty, AC Hotel by Marriott Split has outperformed expectations, recording a 27% increase in bookings and a double-digit rise in average rates, said director Damir Lukić.
Despite being only in its second full year, the hotel has successfully positioned itself and remains the highest-rated AC Hotel in Europe among 90 properties, boosting its market standing.
Hosting international sports teams and the ULTRA Europe festival highlights its operational strength.
Lukić noted that 2025 bookings are largely last-minute due to global instability, especially from the US market, but guest stays are lengthening.
Pricing reflects market dynamics and value for money, with rising costs only partly offset by moderate rate increases.
The remainder of the season looks promising, though global risks persist.
While guests praise Split’s cleanliness and safety, Lukić stresses fair pricing across the destination.
He added that successful hotel leadership balances staff, guests, and owners through motivation, communication, and mentorship, with team dedication key to guest satisfaction.
