In conversation with Marc De Rujiter, General Manager, St Regis Belgrade (Exclusive Interview)

How is the St Regis Belgrade positioned in Belgrade’s luxury hotel sector? USPs, comp set 

The St. Regis Belgrade stands as a beacon of luxury, marking the debut of the St. Regis brand in Serbia and the wider region. Positioned within the Belgrade Waterfront development along the Sava River, it occupies the first 11 floors of the tallest building in the area, offering breathtaking 240-degree panoramic views. With 119 contemporary rooms, including 17 suites and a 192 sqm Presidential Suite, the hotel sets a new standard in the city’s luxury sector.

The St. Regis Belgrade is the first hotel in the region to offer the signature St. Regis Butler Service, ensuring that each guest enjoys personalized and anticipatory service.  

The hotel’s design takes inspiration from Serbia’s rich cultural heritage, incorporating elements such as the Danube and Sava Rivers, art, and traditional Serbian textiles.
As part of the prestigious St. Regis portfolio, the hotel offers timeless and iconic rituals, including the Bloody Mary, Afternoon Tea, and Champagne Sabering, combining these with Belgrade’s warm and gracious hospitality.  

Additionally, we are proud to collaborate with renowned Serbian designer Aleksandar Zabunovic to offer silk pajamas available in our signature Caroline Astor Suite, enhancing the guest experience with luxurious and unique local craftsmanship. Furthermore, Serbian artist Marko Desivojević has created unique marble artwork for the hotel, which is displayed in our public spaces and suites, further tying Belgrade’s rich cultural heritage with the hotel’s design.  

These personalized touches make St. Regis Belgrade not just a hotel but also a true representation of Serbian elegance and artistry. 

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

Our guests at St. Regis Belgrade are affluent travelers, including international business elites, high-net-worth individuals, celebrities, and discerning leisure guests seeking a personalized, unique experience. Regarding our feed markets, we anticipate strong growth from Western Europe, particularly the UK, Germany, and France, alongside continued interest from the Middle East and Central and Eastern Europe. With Belgrade positioning itself more globally, thanks to a fully renovated conference center at only 2km distance from the hotel and the confirmed World Expo of 2027, we are also seeing increased catering and event inquiries from Asia and the US. 

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

While The St. Regis Belgrade is a premier destination for those visiting the city, we also aim to be a beloved part of the local community. Our diverse dining options, spa services, and exclusive events are designed to appeal to both non-residing guests and locals, offering them more opportunities to experience our unique offerings.  

The hotel is perfect for hosting memorable events, with our elegant Astor Ballroom and its terrace overlooking the Sava River, along with iconic brand rituals.

We believe The St. Regis Belgrade will attract guests who appreciate exceptional quality and love celebrating special moments. With our exquisite rooms, service, culinary experiences, and renowned hospitality, we are poised to become a vibrant hotspot in the city. Additionally, our top-tier meeting spaces cater to business guests, positioning us as the ideal destination for both leisure and corporate events. 

Let’s not forget the 220 St. Regis Branded residences who will be looked after by the hotel, underscoring our integrated approach for all guests and visitors to experience the St. Regis service. 

How is the St Regis Belgrade anchored in the Waterfront complex? 

The Waterfront complex is not just a location; it represents a lifestyle—a vibrant hub that blends luxury living, shopping, leisure, and cultural experiences. This modern development features contemporary architecture and green spaces, fostering a dynamic urban community.
The St. Regis Belgrade, with its strategic position within the complex, serves as a central point that connects residents and visitors to key areas of Belgrade, including business districts, cultural landmarks, and shopping centers. It is truly one of the city’s most desirable addresses, placing us at the heart of Belgrade’s growth as a luxury destination and offering guests a dynamic, enriching experience. 

Tell us more about the interior design concept. 

The design concept of The St. Regis Belgrade pays homage to the city’s architectural heritage and its unique blend of old and new, epitomizing Belgrade as “the city of two halves.” Known as the “Glass House” for its striking facade, the hotel offers panoramic views of the city and river. The exterior glass shell is shaped to give a fluid and dynamic vertical expression to the tower, mimicking the movement of the Danube and Sava Rivers.

Inside, traditional Serbian patterns and inspirations are masterfully woven throughout, blending seamlessly with a modern palette of deep blues, soft grays, and warm earth tones. These elements are drawn from Serbia’s Seven Inspirations: the Danube and Sava Rivers, the City of Two Halves, art, wine, kafa, textiles, and metalwork—each contributing to a narrative that honors the country’s rich cultural heritage. 

This thoughtful integration of Belgrade’s character into the hotel’s refined, contemporary design ensures that guests experience the city’s essence in every detail—from local flavors in the culinary creations to bespoke experiences curated by the signature St. Regis Butler Service.  

Please share more on the F&B and wellness offerings. 

A natural vanguard, the property’s dining concepts introduce fresh and inventive venues to the blooming Serbian capital. Transporting gastronomes to New York’s inimitable scene, Savant Brasserie is a place where the classics meet Serbian food culture. 

Belgrade’s café culture stands out especially through the Rise Patisserie concept, serving the iconic ritual Afternoon Tea, signature coffee blend, handcrafted pastries, and delicacies. 

Embodying the celebratory soul of Belgrade, The St. Regis Bar provides the undisputed centerpiece to any mixology and classic cocktail enthusiast. Luxuriate in the jazz-inspired setting and sample an unmatched choice of Serbian wines and brandies, alongside international favorites and the hotel’s signature Bloody Mary cocktails. Adjacent to the St. Regis Bar, a special Wine Room has been created for private wine-themed dinners and tastings by our Cellar Master and Executive Chef. 

The St. Regis Spa, a place of endless inspiration, features an indoor pool, sauna, steam bath, and a fully equipped gym. With meticulously curated body and facial treatments performed using Sothys and Amra products in five opulent rooms, tailored wellness awaits discerning guests. 

How do you see the evolution of rates? Is Belgrade shaping up as a luxury destination? 

Belgrade is, becoming a luxury destination. Over the past few years, the city has seen significant growth, and we expect this trend to continue. Its rich history, vibrant cultural scene, and growing international appeal make it an increasingly attractive choice for luxury travelers. The evolving urban landscape and vanguard spirit align perfectly with our brand values. A key asset is Belgrade’s strategic geographical location, serving as a crossroads between Eastern and Western Europe.

The city’s growing economy and expanding tourism sector provide a promising outlook for the hospitality industry. As demand rises, we anticipate that rates will naturally adjust to reflect the increasing value of Belgrade as a luxury destination. We are already seeing a growing demand for luxury accommodation, and we are proud to offer this with the new St. Regis Belgrade. However, our approach will always prioritize providing exceptional value and service, ensuring that our guests feel their experience at St. Regis is time well spent. 

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

Staffing has indeed been a challenge in many destinations, but we are fortunate to be in Belgrade, a city with a growing hospitality industry and an increasing pool of talent eager to work in luxury hospitality. We have focused heavily on recruitment, training, and retention strategies to ensure we have a team that shares our commitment to excellence. 

Our goal is to maintain the highest level of service while fostering a supportive and inspiring work environment for our staff. The talent here is exceptional, and we are confident in our ability to attract and retain the best. Our associates around the world benefit from an extensive network of learning, education, and development programs. 

We also prioritize diversity, inclusion, and we have employee recognition programs that promote a respectful and motivated environment. Our sustainability initiatives and community engagement align personal values with organizational goals, helping to ensure a dedicated workforce committed to maintaining our high service standards. 

As Mr. Marriott famously said, “If we treat our employees right, they will treat the customers right, then the customer will come back.” Putting people first is what makes Marriott such a great company, and it is the foundation for the exceptional service we provide. 

Which are the key launches you anticipate in 2025?  

In 2025, our focus will be on continuously enhancing the guest experience by offering highly personalized services that cater to every need. We are committed to positioning The St. Regis Belgrade as the ultimate destination for celebration, where every visit is uniquely tailored.  

With our premium location on the Sava Waterfront, we look forward to opening our terrace in spring time and to further integrate ourselves in the lively city of Belgrade. 

We also continue exploring exclusive partnerships and collaborations that will further elevate our offerings. By staying true to the St. Regis legacy of elegance and innovation, we aim to create unforgettable moments for our luminaries, ensuring that each interaction surpasses expectations and provides a truly exquisite experience. 

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