If you’re serious about building a hotel brand that guests remember, rave about, and return to, it starts with an honest look at your current positioning.
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In this episode of The Boutique Hotel Playbook, I sit down with Nikola Milović, Head of Marketing and Communications at The Bristol Belgrade, a 1912 heritage hotel that went from two star reviews and digital dust to being recognized as a home of “timeless luxury.”
We talk about what it actually takes to rewrite a hotel’s story online when you inherit:
- Old Google and OTA reviews calling you dusty, dated, and tired
- A completely refurbished property that the internet still thinks is closed
- Zero brand awareness in a market dominated by global chains
- How The Bristol rebuilt its online reputation without deleting its past
- The five digital pillars they used to structure their website and content
- How they got ChatGPT and other AI tools to finally recognize and recommend them
- Why brand standards are the “Bible” that keeps creative freedom from turning into chaos
- How they balance polished photography with real people and user generated content
- Why they choose micro influencers over big names and what they demand in return
Inside, you will learn:
This is not theory. It is a real world case study of how a heritage hotel used story, structure, and smart use of AI to turn a “problem reputation” into a digital asset.
If you are a boutique hotel owner, GM, or marketer and your property looks better in person than it does online, this conversation will give you both language and a roadmap to change that.
