In conversation with Alastair Laird, General Manager, The Bristol Belgrade (Exclusive Interview)

How is The Bristol Belgrade positioned in Belgrade’s luxury hotel sector? USPs, comp set 

The Bristol Belgrade is positioned as a refined, independent five-star hotel that blends heritage with contemporary sophistication. Unlike large international chains, we offer a more personal, tailored experience—one that feels both elegant and effortless. The hotel’s unique character comes from its history. It’s a landmark that has been meticulously restored, and every detail has been considered to create an atmosphere that is both warm and inspiring. Our focus is on service that is intuitive and thoughtful, ensuring that every guest feels genuinely looked after.

In terms of competition, we naturally compare with Belgrade’s established luxury hotels, but what sets us apart is our unique combination of history, timeless design and relaxed elegance. Being independent, we have the possibility to create something that feels truly local and deeply connected to the city.

Is there a motivation behind the independent positioning of the hotel? 

Absolutely. Remaining independent gives us the freedom to create a hotel that is distinctly our own, one that is deeply rooted in the city and tailored to the needs of our guests.

Belgrade has seen significant investment from global chains, but there’s room for something different—something that values heritage, local craftsmanship, and a more personal approach to hospitality. We believe there’s an audience for that. By staying independent, we can be more agile, more in tune with what our guests actually want, and ultimately, more authentic.

Tell us more about the interior design concept. 

The design of The Bristol Belgrade is about balance. We’ve taken a historic landmark and reimagined it with a modern sensibility, ensuring that the building’s character is not only preserved but celebrated. The aesthetic is refined but never overbearing—natural stone, warm woods, soft textiles, and carefully curated details that create a sense of harmony.

There are subtle references to the past throughout the hotel, from restored architectural elements to handcrafted finishes that highlight Serbian artisanship. At the same time, we’ve introduced contemporary design touches to ensure that the experience feels fresh and relevant. It’s a space that is both timeless and inviting, where every detail contributes to an atmosphere of understated luxury.

How do you see the evolution of rates? Is there a potential for Belgrade to also become a luxury destination? 

Belgrade is an evolving market, and while it isn’t traditionally viewed as a luxury destination, there is potential. Over the past decade, we’ve seen a shift—more international visitors, more high-profile events, and an increasing appetite for high-end experiences. That’s an opportunity.

Right now, rates in Belgrade remain competitive compared to other major European cities, but as the market matures and demand for exceptional hospitality grows, we expect to see an upward trajectory. The Bristol Belgrade is positioned to be part of that evolution,. Over time, as we establish ourselves, we believe we can command rates that reflect the quality of experience we offer.

What is the guest profile? Which are the feed markets you are anticipating? 

Our guests are travelers who appreciate refinement but don’t necessarily seek formality. They are discerning, well-traveled, and are seeking sophistication and refinement, without being overly formal. Many are business travelers who appreciate our innovative technology, whilst others are leisure guests drawn to Belgrade’s culture, dining scene, and sense of discovery.

We expect a strong mix of international guests from Western Europe, as well as visitors from the US and the Middle East. Regional travelers, including those from Croatia, Slovenia, and Romania, will also be an important part of our market.

To what extent will you be seeking to attract locals? Non-residing guests. 

The Bristol Belgrade isn’t just a hotel—it’s a space for the city. From the very beginning, we’ve designed our offering to be just as appealing to locals as it is to travelers. Our restaurant and lounge will be destinations in their own right, whether for a business lunch, an evening cocktail, or to celebrate a special occasion.

We also see great potential in attracting non-resident guests to our wellness offering. The spa will be intimate, personalized, and designed for those who value quality over scale. In every aspect of our operation, we want The Bristol Belgrade to be a place where locals feel at home—somewhere they can come back to again and again.

Tell us more about the F&B and wellness offerings. 

Our approach to F&B is about simplicity, quality, and a sense of place. We have three distinctive venues, each with their own particular identity and atmosphere.

The Dining Room features a menu that highlights seasonal ingredients, drawing inspiration from local flavors but presented in a refined, contemporary way. It’s not about being overly conceptual—it’s about creating an experience that feels thoughtful, delicious, and welcoming.

The Courtyard serves as the heart of the hotel’s social life—a refined yet inviting space that feels like an extension of home. This intimate urban oasis, nestled beneath a glass canopy and surrounded by lush greenery, offers everything from expertly crafted cocktails to an elegant afternoon tea. It’s a place where guests and locals naturally come together, whether for business or pleasure.

In terms of wellness, we’re focusing on a boutique experience. The spa offers a curated selection of treatments designed for relaxation and well-being, while the fitness space is intimate but well-equipped. Rather than trying to compete with large-scale wellness centers, we’re creating an experience that feels personalized, private, and genuinely restorative.

What will be your approach to achieve and maintain a high service standard? 

Service is at the heart of everything we do. For us, excellence isn’t about formality—it’s about attentiveness, intuition, and the ability to create meaningful connections with guests. That starts with hiring the right people. We’re looking for individuals who genuinely care about our guests, who understand that we are not just here to deliver a service but to create a feeling of comfort and genuine connection.

Training will be a continuous process, with a strong focus on personalization. Every guest is different, and our team will be empowered to tailor their approach accordingly. Beyond that, we’ll have ongoing quality control measures in place, from guest feedback loops to mystery audits, ensuring that we’re always refining and improving.

Luxury hotels in many destinations are challenged by staffing. What is the case for Belgrade? 

Staffing is a challenge in most hospitality markets, and Belgrade is no exception. The luxury segment, in particular, requires a level of service and attention to detail that takes time to cultivate. However, we see this as an opportunity.

Our approach is to attract top-tier talent by offering not just competitive conditions, but a work environment that feels inspiring. People want to work where they feel valued, where they have room to grow, and where they can take pride in what they do. We’re investing heavily in training and development, ensuring that our team is equipped with the skills and confidence to deliver exceptional service.

Ultimately, great hospitality is about people. If we can create a culture where our staff feel engaged and motivated, that will translate directly into the guest experience. That’s the key to long-term success.

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