In conversation with Milan Sudar, General Manager, Square Nine Hotel Belgrade (Exclusive Interview)

How is the Square Nine Hotel positioned in Belgrade’s luxury hotel sector? 

Hotel Square Nine is a five-star luxury hotel situated in the heart of Belgrade. Hotel has 45 rooms, furnished with iconic pieces from American and Scandinavian designers all carefully selected and assembled by famous Brazilian architect Isay Weinfeld. Since 2014 hotels have been a member of Leading Hotels of the World, collection of the most exclusive independent luxury hotels.

Tell us more about the USP’s and comp set. 

Our exceptional and central location that is close to all major attractions within the city, together with our interior and hotel services, makes us truly unique. We offer the choice of two restaurants, one on the ground level The Square which is connected to Piazzeta garden and the other one is Ebisu on our rooftop.

Both restaurants have been recommended by Michelin, recognized by Gault & Millau and The Square is also part of JRE. Our Spa & Wellness offering 18 meters lap pool, fitness center, steam and sauna rooms, but also the collaboration with Augustinus Bader luxury cosmetics.

What is the profile of your guest? Which are the key feed markets?

Hotel Square Nine attracts both leisure and business guests. I would say that Belgrade is still more of a business destination hence we have more business guests. During the summer season when corporate rests, we have a good proportion of leisure guests as well.  As we are 45 rooms hotel, we concentrate on small but luxury groups that can fully enjoy our hotel and services. Our feed markets are mainly from US, Russia and Europe (UK, Germany and Switzerland)

To what extent do you also attract locals? (Non residing guests)

We do attract number of locals mainly through our F&B area and our daily Spa treatments. Our F&B outlets offers exceptional dining experience but also we attract many local business through many different events that has been organized in our restaurants.

Please share more about the F&B and wellness offerings of the property.

As a hotel, our F&B offer is unique in Belgrade. We have three outlets that are very different in their offer

• Our lobby bar is the first impression when you come from outside. It offers a great selection of cocktails, a relaxed atmosphere and distinctive design.

• The Square restaurant with Piazzetta is a perfect place for a business lunch or special occasion dinner. It has been recognized for three consecutive years by Michelin guide, it’s a member of JRE association and part of the Best restaurants in Gault Millau. Chef David Simunic and his team created a fine dinning menu reflecting on modern Serbian cuisine.
• The Ebisu is our rooftop Japanese restaurant that overlooks the city center. Our Chef Ryo Suehiro and his team created a famous Omakase where creativity meets the knowledge. Ebisu has also been recognized for the third consecutive year by Michelin guide and Gault Millau.

All our outlets are famous for quality and usage of locally sourced organic ingredients.

What has been your approach to ensure consistency when it comes to a high standard of services? 

For me consistency is the most important word not only for hospitality but for every industry. The first word that comes to my mind is standard. Standards are the core of our job; they shows us how things must be done. However, if we only follow the standards, you will have an automated service. I am really looking for an amazing individual with an emotional approach in executing the standards. Those individuals are led by a strong and confident leader that has knowledge but most importantly has experience.

How do you motivate your team? 

Perhaps now more than ever we must give even more to motivate our employees. I believe their needs over the years have changed but in general what we do here is good and clear communication. We really try to empower them as this makes them grow. Also what we have recognized that creating a positive work environment and prioritizing work-life balance is one of the key motivate tools.

Is there a recipe to achieve a balance between value and desirability? 

I believe to achieve the balance between value and desirability you must focus on what really matters to our guests. It’s a process that lasts and recipe for me is to learn about guests, deliver the personal service that is punctual and give them a reason to come back.

How do you see the evolution of rates in Belgrade? What is your view on Belgrade as a luxury destination? 

Belgrade is growing in the right direction, however in my opinion we still have to do a lot to consider ourselves as a luxury destination. Hotels are now leaders in creating better, luxurious and divers offer, and still more luxury hotels are announced to be open.

But hotels can’t be the only one, we must improve our infrastructure, our offer that can attract luxury leisure guests, also luxury retail to be introduced. With all of this we will become more competitive as a destination to similar cities around us.  Rates have improved significantly in the past three years, but in my opinion if we want to go further, then we have to achieve all the above-mentioned.

Which novelties are you planning in 2025?

We are working on some very exciting project, but I can’t go at this point into the details. I am positive that we will speak again soon.

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