Aminess marked International Women’s Day: women hold the majority of managerial roles in one of the largest domestic tourism companies
Aminess Hotels & Resorts also marked International Women’s Day this year with a combination of symbolic appreciation and concrete benefits for female employees, and the message the company is sending thereby goes beyond the protocol-based observance of 8 March. According to data published by the company itself, in a system with around 2,600 employees, women make up 55 percent of the workforce, and female employees hold more than half of the managerial positions. In a sector in which the shortage of labour, seasonality, and pressure on operational teams are discussed almost daily, such a ratio opens up a broader story about how responsibility, opportunities for advancement, and working conditions are distributed in Croatian tourism. This year’s observance of Women’s Day was therefore presented at Aminess not only as an internal gesture of attention, but also as a confirmation of a policy through which the company wants to show that women are not only numerically represented in the system, but are also visible in decision-making positions.
Special Ami Women gatherings were held on Friday, 6 March 2026, in eight Aminess properties and destinations along the Croatian coast, with an emphasis on informal networking among female employees and strengthening unity. The company also enabled all female colleagues who worked on the holiday itself, 8 March, to take a paid day off that they can use later. Such an approach fits into the practice that Aminess communicated in public announcements in previous years as well, when it also linked Women’s Day with the right to a day off and joint gatherings of female employees. This time, additional emphasis was placed on the fact that female leadership within the company has crossed the symbolic threshold of half, moving the issue of equality from the level of declaration into the sphere of organisational structure.
Company message: the visibility of women is not merely formal
Human Resources Director Jana Baksa said that Aminess is proud of the share of women in the total number of employees, but also of the fact that more than half of those female colleagues perform responsible managerial duties. That statement summarises the main message of the entire observance: the company wants to highlight that women in the system are not concentrated only in operational, administrative, or support jobs, but that they significantly participate in team management, work organisation, and development processes. In the tourism industry, where guest contact, logistics, human resources, food and beverage operations, sales, front office operations, and property management are strongly interconnected, such a distribution of managerial roles says a great deal about the employer’s culture and about what kind of career paths employees can expect.
It is important to note that this announcement appears at a time when Croatian tourism is still facing a series of structural challenges. In recent years, employers have simultaneously been trying to attract new labour, retain experienced seasonal workers, and improve service quality in an increasingly demanding competitive environment. In that context, it is not irrelevant how a company talks about its own employees and what conditions it offers them, especially if it wants to build the image of a desirable employer. Aminess is trying precisely at that level to connect the story of women in leadership with the story of labour rights, training, and additional benefits.
Tourism remains one of the key employers, and the issue of working conditions is becoming increasingly important
In its employment overviews, Eurostat states that tourism across the European Union employs more than 11 million people, with a significant share falling precisely on accommodation and hospitality. This confirms that it is a sector with a strong capacity to create jobs, but also that the quality of those jobs strongly affects the wider economy, especially in countries such as Croatia where tourism is among the most important branches of the economy. In domestic conditions, particularly sensitive topics include the seasonality of work, employee accommodation, opportunities for advancement, additional income, and the balance between private and professional life. When a company in such an environment publicly highlights that women hold the majority of managerial functions, that is not merely information for a corporate bulletin, but also a signal of the way in which it is trying to shape its own reputation on the labour market.
That is precisely why it is interesting that Aminess does not build its observance of Women’s Day solely on symbolism, but ties it to measures that female employees can directly feel. A day off for those working on the holiday is a simple but recognisable gesture, especially in an industry in which holidays and weekends are often spent working. Ami Women gatherings, organised in several locations, have another function: creating a sense of belonging and mutual connection among female employees working in different properties and destinations. In practice, this means that the company is trying to turn equality and unity into a part of its internal culture, rather than merely an occasional statement once a year.
Broader business environment: portfolio growth and pressure on human resources
The story of women at Aminess cannot be separated from the company’s broader business context. According to official corporate data, Aminess today operates 18 hotels, five campsites, and three resorts with villas and apartments in a series of Adriatic destinations, from Istria to Kvarner and Dalmatia. During 2025, the company further expanded its portfolio, and the entry into the Opatija Riviera and the takeover of a new premium property in Volosko were presented as the 11th destination in its network. This means that the issue of human resources for Aminess is not a secondary administrative topic, but one of the key operational and development challenges. Business expansion automatically requires more people, more organisational knowledge, and a more stable management structure.
It is precisely in such a phase of company growth that the visibility of women in managerial positions gains additional weight. When an organisation expands to new properties and destinations, managerial staff become crucial for maintaining service standards, onboarding new employees, and transferring business culture. That is why the company highlights the fact that women hold more than half of the managerial positions as an element of its own strength, and not merely as a statistical curiosity. It is also a message to potential female employees that paths for advancement are open and that managerial positions are not reserved for a narrow, traditionally defined circle of personnel.
From Novigrad to Crikvenica and Pelješac: a workforce distributed across several coastal points
Aminess properties are spread across a series of touristically important locations, which further complicates the management of human resources. The company operates in Istria, on Krk, Pag, and Korčula, in Crikvenica, Novi Vinodolski, Makarska, on Pelješac, and at other Adriatic addresses that attract a large number of domestic and foreign guests. Such dispersion means that the experience of working in the company is not reduced to one address or one hotel, but to a whole network of properties with different seasonal rhythms and guest profiles. For visitors planning to come to one of these destinations, especially during the spring and summer months,
accommodation offers in Crikvenica,
accommodation in Novigrad, or
accommodation on Pelješac may also be of interest, since these are places where Aminess has a strong presence both through the hotel and the camping segment.
For the company itself, however, such a network primarily means a more complex relationship with employees. It is necessary to ensure accommodation where needed, organise meals, align work standards, and at the same time preserve a sense of belonging to a shared system. In this, programmes such as Ami Women may have greater importance than it seems at first glance. They are not merely an event for a photograph and a press release, but also a tool for connecting people who work in physically distant locations and who carry different intensities of work in different parts of the season.
Benefits as part of the struggle for workers
In recent months, Aminess has also strongly communicated a package of benefits for employees through other public announcements. On its recruitment pages and in media announcements, the company states additional income which, during the year, alongside the regular salary, can on average reach around 2,100 euros per employee. Among the highlighted benefits are seasonal bonuses, holiday allowance, Christmas bonus, Easter bonus, gifts for children, transport allowances, secured accommodation as needed, and two hot meals a day. There is also a paid day off for parents of first-graders, which is a measure that has also been noticed by the public as an example of an attempt to align work and family obligations.
It is precisely in that combination of symbolic and material rights that the observance of Women’s Day should be read. A day off for female employees who work on 8 March does not represent a revolution in labour relations, but in an environment where employees are often assessed exclusively through operational efficiency, such measures have communication and motivational value. They convey that the company wants to be perceived as an employer that understands the real circumstances of working in tourism. This is also important because of competition: the domestic tourism sector has for years been engaged in a struggle for qualified workers, and the employer’s reputation often decides just as much as the salary amount itself.
Women in tourism: between numbers and real influence
At the international level, tourism is often highlighted as a sector in which women make up a large part of the workforce, but that does not automatically mean equal representation at the top of the hierarchy. That is precisely why companies that can show that women are not only the majority among employees but also among managers gain one more argument in the discussion on real, rather than merely declarative, equality. In this case, Aminess builds its story precisely on that difference: on the claim that female leadership is not an exception, but part of the regular management structure. Such a message is particularly interesting in tourism, where women have traditionally been strongly represented in a range of functions, but the issue of their visibility in key managerial positions was for a long time opened more slowly than their share in the overall workforce would suggest.
Of course, it is not possible to draw a comprehensive conclusion about the condition of the entire industry from a single corporate announcement. But it can be concluded that employers are increasingly understanding that the story of equal opportunities, training, and working conditions is no longer only a matter of social responsibility, but also of business sustainability. A company that manages to show that it offers opportunities for development, advancement, and a recognisable package of benefits has better chances of retaining quality people in a sector under constant pressure from seasonal fluctuations and competition. For many female employees, this also means more realistic room for a career in an industry that is one of the most important sources of employment in Croatia.
Ami Women as part of a broader HR strategy
When viewed outside the framework of a one-day observance, Ami Women can also be read as part of a broader employer branding strategy. Today, tourism companies do not sell only holidays to guests, but also a work experience to current and future employees. In that sense, public narratives are also important: how the company talks about its people, what it highlights as a value, and in what tone it communicates with the labour market. For quite some time, Aminess has been emphasising in public appearances that it invests in training, that it develops benefits, and that it wants to strengthen employee loyalty. The story of women in management naturally fits into such a framework because it shows that advancement within the system is not merely an abstract possibility.
That strategy is given additional weight by the fact that before each season the company seeks a large number of workers in different locations along the Adriatic. Potential candidates care about both working conditions and atmosphere, but also about the perception that their contribution can be recognised in the long term. For those planning a seasonal or longer stay on the coast, especially in places where Aminess operates, information about
accommodation near the event venue, as well as about
accommodation offers in Adriatic destinations where the greater part of the tourist season takes place, may be useful. In business terms, such local contexts are also important for the employees themselves, because the quality of life in the destination directly affects the attractiveness of the workplace.
What remains after the occasion-based observance
This year’s observance of Women’s Day at Aminess can therefore be read on two levels. On the first, it is an occasion-based, human gesture toward female employees who make up the majority of the workforce and a significant part of the management staff. On the second, it is a clear business message: the company wants to show that in a period of growth and portfolio expansion it is counting on a development model in which women are visible, influential, and involved in decision-making processes. In Croatian tourism, where there is increasing discussion about business sustainability through the quality of jobs, such a message is not secondary. It remains, of course, for such data and public announcements to be confirmed in the long term through practice, employee satisfaction, and the company’s ability to retain people in an increasingly demanding market environment. But it is already clear that Aminess used Women’s Day not only for congratulations, but also for positioning its own story about work, leadership, and equality in one of the most important sectors of the Croatian economy.
Sources:- Aminess Careers – earlier official announcement on the observance of Women’s Day, the day off, and the share of women in the company (link)- Aminess Hotels & Resorts – official data on the company, the property portfolio, and destinations on the Adriatic (link)- Aminess Careers – overview of work benefits, including seasonal bonuses, accommodation, and two hot meals a day (link)- Aminess Careers – announcement on investment in training and overview of material benefits for employees (link)- Aminess Careers – official announcement on portfolio expansion and entry into Opatija as the 11th destination (link)- Poslovni dnevnik – media report on additional employee income averaging around 2,100 euros annually above the regular salary (link)- Eurostat – overview of employment in tourism in the European Union and the importance of the sector for the labour market (link)
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