One of the most prominent and fastest-growing tourism companies in Croatia, Aminess Hotels & Resorts, has announced a comprehensive transformation of its brand strategy. This significant step forward includes the introduction of a new, meticulously elaborated brand architecture that segments all properties within the Aminess portfolio into six carefully designed, specialized brands. Of these six, four are intended for hotel accommodation, while two are focused on the camping offer. The primary goal of this strategic reorganization is to achieve a greater level of differentiation of the overall offer and, more importantly, to provide a deeply personalized and unique experience to every individual guest who chooses Aminess for their holiday destination. This change comes at a time when Aminess is recording continuous growth and strengthening its market position, further emphasizing their ambition to set new standards in Croatian tourism.

Strategic response to the evolving needs of modern travelers

The decision to implement the new brand structure was not accidental. It is a direct response to the dynamic changes and growing expectations in the global tourism market. Mladen Knežević, CEO of Aminess Hotels & Resorts, emphasized the importance of this move: “The year 2024 was marked by a significant expansion of our business, primarily through acquisitions on the islands of Brač and Hvar. This positioned us as the only domestic tourism group that offers its hospitality in as many as ten beautiful Adriatic destinations, including pearls such as Korčula, Krk, Makarska, Crikvenica, Novigrad in Istria, Novi Vinodolski, Orebić on the Pelješac peninsula, and the island of Pag. Our portfolio now counts 29 properties, and by introducing the new brand structure, we aim to ensure crystal-clear diversification of our offer. We want our offer to be fully aligned with the refined expectations of the different groups of guests who visit us. This strategic initiative reflects our unwavering commitment to innovation, careful monitoring of market trends, and continuous work on improving the quality of all our services.” In today's world of travel, guests increasingly seek authentic and tailored experiences, a departure from generic offers, and Aminess, with this strategy, shows that it carefully listens and responds to these demands.

Hotel brands tailored to the modern guest

The new brand architecture within the Aminess group introduces four distinctive hotel brands, each with its unique character and focus, designed to meet the specific needs and desires of different types of travelers:

• Aminess Laurel: This brand represents the pinnacle of the offer, encompassing the highest category hotels. It is intended for guests with refined taste who expect uncompromising comfort, exclusive and personalized service, and a sophisticated atmosphere from their vacation. Aminess Laurel promises an experience that transcends the ordinary, providing luxury in every detail.


• Aminess Younique: Created for travelers in search of a vacation that stands out from the standard, Aminess Younique hotels offer unique and unforgettable experiences. High service standards are combined with a highly personalized approach, where every aspect of the stay can be adapted to the individual preferences of the guest, creating a sense of exclusivity and distinctiveness.


• Aminess Vival: Hotels under this brand are the perfect choice for guests seeking a harmonious blend of relaxation and dynamic activities. They are particularly suitable for families with children and for all those who prefer an active holiday filled with sports and recreational facilities. Aminess Vival offers a vibrant environment and plenty of opportunities for fun and relaxation.


• Maradiso by Aminess: This brand brings together hotels that offer excellent value for money, situated in attractive locations, often in close proximity to the sea. Maradiso hotels are ideal for guests seeking an affordable yet authentic Mediterranean experience, combining comfort and quality service with a true sense of the local way of life.

This careful segmentation of the hotel offer allows Aminess to more precisely communicate the values and specifics of each property, making it easier for guests to find accommodation that perfectly matches their expectations, whether it's a luxurious escape, a unique adventure, family fun, or a relaxed seaside vacation in destinations like Brač or Hvar.

Innovations in the camping segment: Nature and comfort hand in hand

Parallel to redefining its hotel offer, Aminess Hotels & Resorts has dedicated equal attention to its rapidly growing camping segment. The goal was to create an offer that reflects the diversity of desires and styles of modern campers, from those seeking ultimate luxury to lovers of untouched nature. The new structure introduces two specialized camping brands:

• Aminess Style Camping: This brand is intended for more demanding campers who do not want to compromise on comfort and quality. Aminess Style Camping gathers premium campsites characterized by high standards of design and service, spacious pitches, modern sanitary facilities, and, what is particularly important, a rich and diverse gourmet offer. These campsites are an ideal blend of staying in a natural environment and enjoying top comfort, often including elements of glamping.


• Aminess Planet Camping: Created for true enthusiasts of outdoor stays, nature lovers, and active holidays, Aminess Planet Camping emphasizes an authentic camping experience. These campsites offer plenty of facilities for families, numerous opportunities for sports and outdoor activities such as cycling, hiking, or water sports, and encourage a connection with nature. The focus is on creating a friendly and relaxed environment where guests can fully immerse themselves in the beauty of destinations such as Korčula or the coast near Makarska.

With this division, Aminess aims to satisfy a wide range of preferences within the camping community, from those seeking a touch of glamour in nature to those for whom adventure and direct contact with the environment are most important. This further strengthens Aminess's position as one of the leaders in camping tourism on the Adriatic.

Strengthening recognition and market position

Petar Milevoj, Sales and Marketing Director at Aminess Hotels & Resorts, highlighted the key advantages of the new, clearly profiled brand architecture. “Unlike traditional approaches to brand categorization, which often rely on broad and somewhat generic terms, Aminess has developed a precisely defined structure. This structure allows us to clearly segment different types of experiences and guest profiles we are targeting. Consequently, this approach brings a number of concrete benefits: significantly greater recognition of individual brands within our portfolio, better focus and efficiency in our marketing and communication activities, and, finally, easier and clearer differentiation in an increasingly competitive tourism market.”

The introduction of this new structure is not just a cosmetic change or an internal reorganization step. It is a fundamental foundation for ensuring long-term business sustainability and fostering further company growth. In an era when an increasing number of travelers actively seek and value experiences that are precisely tailored to their individual desires, needs, and lifestyles, Aminess, with this strategic move, ensures not only the retention of existing guests but also the attraction of new ones. This builds strong recognition and strengthens competitive advantage, both in the domestic and the demanding international tourism market.

Engine of growth: Expansion and Aminess Hospitality Group

Continuous development of the tourism offer and adaptation to dynamic market demands are imperative for success. “The tourism scene is constantly changing, and today's guests come with very clearly defined needs, desires, and expectations from their vacation,” explains Mladen Knežević. “Our new brand architecture is built precisely on these insights and a deep understanding of the market. It allows us to address with great precision the specific demands of different guest profiles, from those seeking ultimate luxury to adventurers and families.”

This strategic framework is not only aimed at optimizing existing capacities but also serves as a solid platform for future business expansion. Special emphasis has been placed on the hotel management segment, which represents one of the key pillars of Aminess's future development through their specialized management company, Aminess Hospitality Group. “Clearly defined brands, each with its own identity and promise of quality, enable us to ensure a consistent level of service and recognition regardless of location. This significantly facilitates the process of expanding to new destinations and establishing successful collaborations with partners, hotel owners, and investors,” adds Knežević. The new brand structure is designed with the aim of simple integration into various types of properties and adaptation to the specificities of individual destinations, such as the unique islands of Brač, Hvar, Korčula, Krk, and Pag, or charming coastal towns like Crikvenica, Novigrad, Makarska, Novi Vinodolski, and Orebić, without any compromise regarding the quality of the offer and guest experience.

Vision of the future: Unforgettable experiences on the Adriatic

With this bold strategic decision to restructure its brand portfolio, Aminess Hotels & Resorts not only confirms its prominent position within the Croatian tourism sector but also sends a clear message about its vision for the future. The company remains true to its fundamental mission: creating unforgettable, authentic, and high-quality holiday experiences in some of the most beautiful and desirable destinations along the Adriatic coast. The philosophy of the Aminess brand, whose name symbolizes friendship, kindness, and happiness (derived from the French word "ami" for friend), permeates every aspect of the business, with the aim of making guests feel truly welcome and relaxed.

Investing in personalization, differentiation through clearly defined brands, and continuous improvement of service, along with strategic expansion to new attractive locations such as the islands of Brač and Hvar, provides Aminess with a solid foundation for further growth and development. A willingness to innovate and adapt to contemporary travel trends, where guests increasingly value unique and tailor-made experiences, positions Aminess as a leader in providing top-quality hospitality. This ensures that Aminess will remain synonymous with an extraordinary holiday on the Adriatic in the years to come, attracting visitors from all over the world to the beauties of Croatia, from Istria, through Kvarner, to southern Dalmatia, covering places such as Novigrad, Krk, Crikvenica, Novi Vinodolski, Pag, Makarska, Orebić, Korčula, Brač, and Hvar.