BELGRADE, October 24, 2025 — The BuildUp 2025: Horekatura – The Architecture of Hospitality conference, held at Crowne Plaza Belgrade, concluded with a thought-provoking panel titled “Full Program – Full Hotel: What Fills Rooms When the Season Ends.”
The session brought together leading professionals from the fields of architecture, hospitality, and hotel management, who exchanged ideas and real-world experiences on how to sustain business performance beyond peak periods.
Speakers highlighted the growing need for diversified hotel concepts — from flexible coworking and event spaces to spa centers, culinary zones, and multipurpose halls — as key drivers of year-round engagement and revenue.
A key takeaway of the discussion was the synergy between architecture, operations, and marketing. As emphasized during the panel, hotel spaces must be not only visually inspiring but also strategically designed to maximize functionality, experience, and profitability throughout every phase of the business cycle.
“Every square meter of a hotel should generate value — not only through rooms and rates, but through experiences that engage guests and the local community all year round,” said Bojan Dotlić, Project Manager at Accor Group.
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