Ketevan Chelidze, Head of Sales at Golden Tulip Design Tbilisi, has voiced concerns over market practices in Georgia’s hospitality sector, noting that many hotels operating under a 5-star status fail to meet international standards, while dumping prices continue to distort competition.
Speaking on BMGTV’s Women's Narrative, Chelidze pointed out that an influx of new hotel brands—while positive for the country’s tourism image—has significantly intensified competition, making price sustainability a growing challenge.
“Competition has increased sharply in recent years. While it’s exciting to see so many new names enter the market, it’s also difficult to maintain prices when many 5-star hotels are offering low rates without delivering true 5-star service or quality,” Chelidze said.
She explained that as a boutique hotel with 77 rooms, Golden Tulip faces similar operating costs to larger properties but lacks the economies of scale to lower prices significantly.
“Our cost structure is comparable to that of a 150-room hotel. That limits our flexibility with pricing, which is why we’re focused on attracting guests who understand the value and quality of our product,” she noted.
To stand out in an increasingly saturated market, Golden Tulip is investing heavily in digital marketing, with 2025 set to mark a shift in strategy.
“We’ve significantly increased our digital marketing budget for 2025. Our goal is to enhance visibility across European markets and bring in higher-spending travelers,” said Chelidze.
The hotel is also collaborating with local tourism companies to host information tours, bringing international travel agents and partners to experience Georgia firsthand.
“We’re working closely with partners to host tours and introduce Georgia to companies abroad that are interested in the region. This kind of first-hand experience is invaluable in building long-term partnerships.”
Located in the heart of Tbilisi, Golden Tulip Design Tbilisi is part of the international Golden Tulip brand, known for combining local character with modern hospitality standards.
