Nouvelle Hotel, a premium-class hotel in Racha, plans to operate throughout the year after exceeding its summer revenue target by approximately 10%. Nina Chiladze, Head of Marketing at KA Group, told BM.GE that the hotel’s first summer season performed better than expected, prompting the company to focus on reducing seasonality in the region.
Nouvelle Hotel has 16 rooms and can accommodate up to 40 guests. Its facilities include a brasserie, a bistro restaurant and a conference space. KA Group is involved in revenue management but is not an investor in the project. To attract guests during the low season, the hotel plans to target corporate clients and develop winter adventure tourism, particularly for freeride enthusiasts seeking Racha’s untouched snow. Chiladze acknowledged that demand for this segment remains uncertain but said the company believes it must take the initiative to help develop the market.
The hotel also sees potential to attract more international visitors. Around 76% of its guests are Georgian citizens, while international visitors include travelers from Poland, Germany, France, the Czech Republic and Norway. Israeli citizens account for approximately 10% of the hotel’s guests. Nouvelle Hotel is working with various online booking platforms to diversify its international customer base and avoid dependence on any single market or sales channel.
Finding and training local staff remains one of the company’s main challenges. KA Group aims to employ more people from the region while investing in their professional development to ensure service meets premium hospitality standards. Looking ahead, Nouvelle Hotel is also considering expanding its range of services and increasing its room capacity, depending on demand and operational performance. Chiladze said the goal is to develop the hotel gradually and make it part of a broader tourism offering in Racha.
