Hotel management company founder Keti Amirbari says branded hotels in Georgia continue to face significant challenges, particularly outside major cities. Speaking to BMG during the Hospitality Investment Forum, she noted that international hotel brands typically choose cities over regions, where market conditions and guest behavior differ substantially. While urban markets can attract diverse and high-spending tourists, regional areas see fewer overnight stays and less visitor spending.
Amirbari explained that local hotels face even greater pressure, as guest segments have changed and the industry is dealing with a new reality. Many regional hotels struggle to adapt to shifting customer expectations despite clear statistics on tourist flows. According to her, adjusting to these changes is difficult, and operators continue to face multiple challenges that require gradual solutions.
When asked which types of hotels Georgian businesses should prioritize, Amirbari said competition between branded and local hotels has become “abstract,” noting that local hotels now compete not only with international brands but also with three and four-star properties. She stressed that local hotels are at a disadvantage due to limited financial resources, lack of structured operations, and smaller budgets, making it harder for them to keep up.
Amirbari added that changes in Georgia’s tourism segments are also impacting the performance of branded hotels. With global travelers increasingly seeking unique and exotic experiences rather than standard offerings, she said international brands must adapt to Georgia’s distinctive culture and showcase the “pearls” that make the country unique. This shift requires more creative activities, deeper market research, and careful presentation, moving beyond the traditional focus on accommodation and dining alone.
