We’ve heard numerous stories in Croatia about the issues with Croatian tourism, ranging from “excessive growth of short-term rental apartments” to ”boring travel offers with no added value required by wealthy guests”. In such a sea of negativity, it’s easy to lose track of positive stories in the tourism industry and is especially easy to forget that Croatia is also home to numerous fresh, innovative ideas that we simply don’t hear enough about.

Thus, in this interview with Ms. Katarina Božić Fuštin, we would like to introduce our readers to one such place: Molum Hotel & Residences, whose unique value proposition stands out not just on a national, but also regional level.

“How did you make your resort so different that it’s apparent simply from the description on your website? Could you give us some insights on what happens behind the curtain?”

At Molum, we are continuously guided by our primary goal, down to planning the tiniest details with a singular goal: to create an authentic resort meant to be not simply an isolated building with its own content inside, but rather a carefully crafted experience fitting organically into its environment, both on a neighborhood and a regional level.

An unforgettable experience can’t occur accidentally – it’s a result of a carefully thought-out synergy between the resort’s visual identity, personalized service and a local vibe the guest can feel from the moment of stepping foot in our reception area.

The general ambiance represents the first contact with the guest’s emotions, encompassing a meticulously handpicked design, natural materials, scents and music. The service is placed immediately afterwards – unobtrusive but present, with personnel that recognizes the guest’s needs and reacts proactively. A third key element is the local culture – ranging from gastronomy to organizing authentic day trips – that will provide the guests with a sense of belonging to this location, rather than just a temporary stay.

”The reviews seem to show that Molum has been greeted by guests with strong enthusiasm. How did you manage to achieve such a consistent experience?”

It’s especially important to note that our marketing strategy is not based on selling rooms, as is typical in this field, but selling an experience. The proper presentation of the hotel product is aimed at providing a holistic experience and can result in great differences in a guest’s final perception.

Thus, our goal is not to “sell a room”, but rather to transmit the feeling the guest experiences when they wake up with a sea view or taste domestic olive oil. Through visual content, words and communication tone, we craft images in the visitors’ minds.

The experience must already be palpable both on the website and social media. This makes authentic photos, video content and guest reviews our most powerful tools – ultimately saying more than any description might.

”Sveti Filip i Jakov is quite a serene and picturesque place. How did you end up picking this location specifically?“

Since being locally authentic is a key factor in achieving our uniqueness and our strategy used to create an authentic resort, Sveti Filip i Jakov is actually the perfect choice for a project like this.

We at Molum believe that being locally authentic is not simply a trend but rather a foundation. Our settlement truly lives and breathes Dalmatian charm and is one of those magical places where you can still hear crickets at noon, feel the scent of rosemary in the air and encounter a fisherman selling their newest catch. Indeed, the “everyday” serves as our source of inspiration.

Our design is architecturally modern but nonetheless deeply rooted into the local context – we use materials like stone, wood and textiles typical of this region, while our interiors are crafted to exude a sense of Mediterranean warmth.

Gastronomy represents an additional powerful element. Our restaurant does not aim to provide merely “food with a view”, but rather an authentic culinary experience. We cooperate with small family-owned farms and use domestic olive oil, fruits and vegetables, cheeses and seafood – practically everything this region naturally provides.

To us, Sveti Filip i Jakov represents an ideal location for providing the target experience. We would like our guests to not feel like tourists but rather a part of the community, even if it’s for just a few days. In this union of local character and personalized service, Molum turns from a place to stay in to becoming the destination itself.

”What are some key details used to provide a positive experience for each guest?“

It is highly important to be in tune with the guests’ desires and pay attention to them, but not because that is expected. Rather, it should be done because we have a genuine interest in discovering what the guest would like to take away from their vacation. Only in this way is it possible to exceed expectations.

At Molum, we listen to our guests attentively – but also thoughtfully. Each comment is important, but what is just as important is each gesture, praise and even silence. Our personalization efforts start way before the visitor’s arrival – we ask the guest what they enjoy, how they’d like to spend their time, and if they have any special wishes – and we never wait for someone to write us a note in their reservation to begin this procedure.

Based on this proactive research, we create personalized activity proposals, greet the guests with the details that are important to them already prepared and make sure flexibility is at the heart of all our actions. Furthermore, we engage in continuous educational activities on a team level so they can learn how to anticipate needs and provide those extra, unexpected gestures of care – such as a refreshment after a tiring trip, special anniversary decorations or a spontaneously organized picnic somewhere in nature. Our ethos is simple: expectations exist for us to exceed them.

-----

Once again, we would like to express sincere thanks for taking the time to provide these insights and wish the entire Molum Hotel & Residences team lots of success in their work, as well as a continuation of this success story in Croatian tourism that we’ll continue to follow with great interest.