Profitability Starts with Reputation: Branko Putnik on Leadership in Heritage Hospitality
In an industry increasingly driven by numbers, dashboards, and automation, one question is quietly resurfacing among experienced hospitality leaders: What does profitability really mean today? In the latest edition of Best Stay Talks, Martina Lucić Čanak, founder of Best Stay, sat down with Branko Putnik, General Manager of Lazure Hotel and Marina, a five-star heritage property in Montenegro whose story spans more than 300 years.
Filmed on location at Lazure Hotel and Marina, this conversation goes beyond trends and tactics. It addresses leadership, reputation, technology, collaboration, and the long-term responsibility hotels have toward people, destinations, and culture.
A Hotel Built on Heritage, Not Hype
Originally built by the Venetians in 1729, Lazure Hotel was meticulously restored and reopened in 2018 as a five-star property with approximately 140 keys. But what truly defines the hotel is not its scale or category, it is its storytelling and authenticity.
According to Branko, today’s guest is not looking for excess, but for meaning.
“Our guest is an experienced traveler who values authenticity and uniqueness. The room is just an extension of the overall destination experience.”
This shift in guest expectations is one of the defining changes in luxury hospitality across the Adriatic and beyond.
Profitability as a Shared Outcome
When asked about profitability, one of the most overused words in hospitality, Branko reframed the conversation entirely. Yes, investors look at the bottom line. Yes, financial performance matters. But true profitability, he argues, is multi-layered.
“If profitability is a gain after a transaction, then everyone should gain, shareholders, managers, employees, and guests.”
In this view, profitability is not only financial. It includes:
emotional gain
professional growth
recognition
pride in the workplace
For leadership, this means understanding that value is perceived differently by different people, and managing accordingly.
Reputation Before Revenue
One of the strongest messages from the conversation was clear and uncompromising: “Before profit, there is reputation.” In luxury and heritage hospitality, reputation is not a marketing asset, it is the foundation of long-term success.
This philosophy directly influences:
partner selection
technology choices
brand collaborations
even guest segmentation
A single wrong decision, Branko warns, can undo years of careful brand building.
Technology with Direction, Not for Fashion
While technology is essential, Lazure Hotel’s approach is notably disciplined. Technology is not adopted because it is new, but because it supports a clear direction.
“To choose the right technology, you must first know where you want to go, how fast you want to go, and what your competition is doing.”
Only then do tools, systems, and partners make sense. This mindset resonates strongly with Best Stay’s positioning: technology as an enabler of strategy, not a substitute for leadership.
Growth Without Losing Identity
Montenegro is one of Europe’s fastest-growing destinations. Infrastructure, air connectivity, and investment are expanding rapidly. But with growth comes risk. The biggest one? Mass tourism.
Branco sees the future in:
authenticity
uniqueness
heritage
boutique and luxury positioning
“If we preserve authenticity and uniqueness, luxury becomes easier to build.”
Leadership Through Collaboration, Not Isolation
Perhaps the most powerful part of the conversation was not about hotels, but about community. In the Bay of Kotor, general managers meet regularly. They share experiences, challenges, and insights. Hosts rotate. Conversations are honest. Competitors are not treated as threats, but as contributors to a stronger destination.
“If you are confident in your product, you don’t fear your competitor. You see them as an opportunity.”
Why This Conversation Matters
This interview is a reflection of a deeper shift in hospitality leadership:
from short-term profit to long-term value
from isolation to collaboration
from mass tourism to meaningful experiences
from trends to principles
Continue the Conversation at Best Stay 2026
This dialogue does not end here. You can continue it live at Best Stay 2026 at Sheraton Zagreb Hotel 12 - 13 February 2026
Where hotel owners, GMs, executives, investors, and future leaders come together to discuss profit, people, leadership, and long-term growth — with honesty and depth.