The arrival of international hotel chains is becoming an increasingly important driver of Montenegro’s tourism industry. The transformation of the former Hotel Budva into Crowne Plaza Budva illustrates how a global brand can improve a property’s visibility, expand its customer base and strengthen the destination’s international profile.
Operating under Crowne Plaza gives the hotel access to IHG’s worldwide reservation and distribution network, modern revenue-management tools and a loyalty programme with more than 145 million members. According to hotel director Mića Ivanović, many travellers place greater trust in a familiar hotel brand than in the destination or price alone.
The hotel has consequently reached markets that were previously less accessible. Its guests now arrive from the United Kingdom, Israel, Türkiye, the United States, India, Russia and neighbouring countries. The property has also recorded a growing share of business travellers, loyalty-programme members and higher-spending international visitors.
Occupancy was strong in July and August, while reservations for September—including individual stays, organised groups and events—were also developing positively. This suggests that international hotel brands could help Budva attract visitors beyond the main summer months.
Conference groups, sports teams, corporate events and independent travellers can support hotels and the wider local economy throughout a longer season. Ivanović stressed that the objective was not to abandon the hotel’s established identity or traditional guests, but to combine its existing reputation with the reach and resources of a global brand.
