The owner of Best Western Gudauri, Giorgi Kvitsinashvili, says the biggest challenge at the resort is no longer occupancy but tourists’ decreasing purchasing power. In an interview with BM.GE, he noted that despite the Mountain Trails Agency (MTA) closing the season early and failing to conduct marketing campaigns in alternative markets, the hotel is currently operating at about 30% occupancy.
Kvitsinashvili explains that even when rooms are filled, guests spend less on additional services.
“The problem is not selling the room — it’s that guests aren’t spending in restaurants or on services. No one is buying even 100-lari equipment. Each year, purchasing power is declining,” he said.
According to him, Gudauri’s core issue is the absence of a clear strategy. Kvitsinashvili notes that despite heavy snowfall lasting into May, authorities failed to capitalize on the extended ski conditions. “We have snow in March, April, May… Why not promote Gudauri properly? Was there even a strategy? That’s debatable,” he stated.
Hotel prices have also dropped sharply since April. While four-star hotels ranged from $140–180 in winter, spring prices fell to $60–70, and five-star hotels dropped to $90–100. “Where else can you get a four-star hotel with breakfast for $70?” Kvitsinashvili asked. Notably, although MTA closed the winter season on April 19, Gudauri still maintains skiable snow conditions well into May.
