With numerous luxury hotels across the Croatian Adriatic coast, Adriatic Luxury Hotels (ALH) has built an impressive hospitality portfolio that has quickly attracted growing American attention. Many of its hotels now participate in familiar loyalty programs like those of World of Hyatt (through Mr & Mrs Smith) or Hilton Honors (via Small Luxury Hotels of the World, SLH). Pursuitist caught up with Philippe Burq, president of the management board for the brand to learn about what’s next for ALJ.
Why do you think Croatia has seen such strong travel demand in recent years?
Croatia has evolved from being a hidden gem into one of Europe’s most sought-after destinations. Travelers today are looking for destinations that combine authentic culture, natural beauty, exceptional gastronomy and unique experiences, all without feeling overly commercialized.
Croatia offers exactly that.
Dubrovnik, in particular, has global recognition thanks to its UNESCO World Heritage status. Its rich history and spectacular coastline draw attention. But, visitors are increasingly discovering that there’s so much more beyond the city walls. There is everything from island-hopping and wine experiences to wellness, outdoor adventures and year-round cultural events.
As a mostly seasonal hotel company, how does that differ from a traditional, year-round operation?
We always offer at least one hotel within the ALH collection at all times. This allows travelers year-round access to our signature Dubrovnik properties and service. Each season gives us an opportunity to refresh our properties. By investing in renovations and introducing new culinary concepts, we can refine the guest experience before reopening.
During the off-season, our teams dedicate time to training, maintenance and product development. This assures that every opening feels like the start of something new.
If you had to pick one hotel in your portfolio for the perfect family vacation, which would it be?
Hotel Dubrovnik Palace is an excellent choice for families. Located on the peaceful Lapad Peninsula, it offers spacious rooms and suites with direct access to the Adriatic Sea. Its multiple swimming pools, walking trails and a relaxed atmosphere are ideal for families. They can enjoy water sports, nearby beaches and easy access to Dubrovnik’s Old Town.
And what about for the most romantic getaway?
Villa Orsula is undoubtedly our most romantic property. With just a small number of individually designed rooms and suites, it offers an intimate, boutique atmosphere overlooking the Adriatic and Dubrovnik’s Old Town. Couples enjoy exceptional privacy, personalized service and breathtaking sunsets from the terraces.
Its location allows guests to walk into the historic center while still feeling completely secluded, making it an ideal setting for honeymoons, anniversaries or simply reconnecting together. The property recently went under a full renovation reopening this summer.
Which of your hotels is ideal for a winter getaway?
Hotel Excelsior Dubrovnik is particularly well suited for winter travel. The cooler months reveal a quieter side of Dubrovnik, allowing guests to experience the city’s history, museums and local culture without the summer crowds. The hotel’s indoor spa facilities, sea-view rooms and proximity to the Old Town make it an ideal base for a slower, more immersive visit. Winter is also a wonderful time to enjoy local gastronomy and seasonal events while experiencing the city from a different perspective.
What are some of the most recent changes you’ve made at your hotels in time for this summer season?
One of our biggest milestones is the reopening of Villa Argentina and Villa Orsula. These are two of Dubrovnik’s most iconic luxury properties, following extensive renovations. Originally constructed in 1913, the latter underwent a full transformation.
With mesmerizing views of the Adriatic, the island of Lokrum, Old Town of Dubrovnik, and the old harbor, the reborn hotel reopens with 96 rooms. It sits alongside Villa Orsula, a 13-soulful-room boutique hotel. It blends classic elegance with a playful, contemporary spirit, connected by seafront gardens lush with Mediterranean greenery.
The culinary philosophy at Villa Argentina and Villa Orsula centers on local procurement, seasonal ingredients and reduced waste, a celebration of authentic Croatian gastronomy.
The original Villa Argentina facade has been preserved in its entirety, a delicate feat of engineering, necessary to preserve the villa’s identity along the coast. Once inside, the sixth-floor lobby, set back from the road and elevated above it, frames a 381 sq. ft. panorama of the sea through a large glass pane that creates a cinematic first impression for guests.
Further below, an expansive garden terrace full of lush Mediterranean greenery unites all communal spaces, from Villa Argentina’s pool deck to Villa Orsula. Around 14,000 plants, predominantly Mediterranean species including bitter orange, bougainvillea, lavender, rosemary, sage, myrtle, magnolia and sea fennel, were planted across the estate.
Local stone recovered during construction clads the lower volumes and terraces. It is meant to mimick the surrounding cliffside and the traditional garden walls of Dubrovnik. it feels like a natural extension of the landscape. Along the shoreline, the estate’s beach stretches almost 200 feet. It is laid out across four distinct tiered levels that maximize space and privacy.
The new Wellbeing & Spa Centre at Villa Argentina is set within a carefully designed indoor-and-outdoor space on the seafront. The comprehensive thermal space features a Finnish sauna and steam bath. Amenities include a Himalayan salt room, ice fountain, dedicated relaxation zones and a relaxation lounge with heated deckchairs.
Guests can enjoy indoor and outdoor pools, as well as four treatment rooms and manicure salon. There is also a fitness center equipped with state-of-the-art cardio and weight-training equipment.
Additionally, at Hotel Kompass, we opened Suton (the Croatian word for dusk). Perched at the edge of Dubrovnik’s Uvala Lapad promenade, it’s a front-row seat to the coastline. The menu includes briny Ston oysters, Pelješac olive oil, island-foraged herbs and craft cocktails infused with Croatian botanicals. Every plate is crafted to be passed, savoured, and lingered over.
Most of your hotels participate in loyalty programs like Mr. & Mrs. Smith and SLH. Does that help bring business?
Absolutely. Partnerships with respected luxury travel brands such as Mr. & Mrs. Smith and SLH introduce our hotels to discerning travelers who may not yet be familiar with Dubrovnik or our collection. These guests are often seeking distinctive, independently operated luxury properties. They want a strong sense of place, which aligns perfectly with what we offer. The partnerships help expand our international visibility while connecting us with travelers who value authentic, high-quality experiences.
What is the biggest challenge in hospitality right now?
One of the industry’s biggest challenges is balancing growing demand with maintaining exceptional service and preserving the authenticity of the guest experience. Travelers today have higher expectations than ever. They want personalized service, sustainability, meaningful local experiences and seamless technology. We see these challenges as opportunities to invest in our people. We also work to strengthen local partnerships and continue creating experiences that reflect the character of Dubrovnik while delivering the level of luxury our guests expect.
