Vice President of BALFIN Group, Csaba Toth, discusses the progress of the brand hotel in the south of the country.

Tourism is rapidly emerging as one of the fastest-growing industries worldwide, and many nations are harnessing it to boost their economies, particularly considering the insights gained from the global Covid-19 pandemic about the tourism landscape. In this context, Albania is gaining greater recognition on the global tourism stage, positioning itself effectively to benefit from this trend. This is where Balfin Group plays a crucial role, contributing to the development and enhancement of the tourism sector in Albania.

One of the most significant investments in this direction is the Green Coast Hotel – MGallery Collection, which represents a new step in the luxury accommodation sector in the country. This project, bearing the stamp of excellence from BALFIN Group and Accor, is the first of its kind in Albania and serves as an example of commitment to high service standards and comfort, but above all to advancing sustainable tourism development. Green Coast Hotel – MGallery Collection is an investment that includes not only 118 rooms of various types but also bars, restaurants, a gym, and a wellbeing center. This investment is expected to create over 140 direct jobs and have an indirect impact on at least 350 additional job opportunities. 

In an interview with “Monitor,” Csaba Toth, Vice President of the Group for Real Estate Asset Management, discusses the progress of Green Coast Hotel – MGallery Collection and its expected opening date, while emphasizing the importance of the strategic partnership with the international brand Accor. He talks about the benefits this unique project will bring to Albanian tourism, including an increase in visitor numbers and the creation of new opportunities for local economic development. Green Coast Hotel – MGallery Collection is expected to have a significant impact on promoting Albania as a premium tourist destination.

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What phase is MGallery in at Green Coast, which will be among the first brand hotels completed in the South?  

Geen Coast Hotel – MGallery Collection is not just another Accor Group property under construction in southern Albania. It is the first of its kind in both the country and the Western Balkans, poised to redefine luxury hospitality in the region. This investment positions Albania on the map of countries with very high accommodation standards, meeting the needs of various categories of tourists. Currently, the hotel is in an advanced stage of construction, with a complete and ready structure. Work is ongoing with the installation of mechanical and electrical systems, adhering to the standards required by our international partner. We are working intensively to meet our design goal of welcoming the first visitors in May next year. 

How will the hotel be managed in terms of the agreement with Accor?  

Our partnership with Accor Group is a franchise agreement. This involves the creation of a management company and a team that will oversee all operations, including restaurants, bars, the spa, etc. Every aspect, from revenue management to marketing, will be handled within the hotel to ensure high standards and consistent operations. Additionally, staff will undergo preliminary training to meet the standards required by both the Accor Group and us. 

What benefits do you see from having an international brand in terms of standards and quality, but also from a broader perspective regarding the local economy where this structure is located? 

For an investor, the location of the hotel is the most important factor, as it determines the true value of the hotel. However, the brand of the hotel is also important, and this cannot be overlooked. While there are debates about the advantages of branding in hospitality, we believe it offers significant benefits, which is why we chose to partner with one of the largest hotel groups in the world, Accor Group. Even though the franchise fee is high, being part of a global operator like Accor provides wide access to distribution channels and a large membership base from loyalty programs. This partnership facilitates bookings and increases visibility, which is essential for attracting visitors. 

The upcoming season is expected to mark the opening… What has been the preliminary interest from potential partners, including international tour operators, or even from collaboration with Accor?  

It is still early to have an answer to this question. However, we are actively building our network by participating in conferences and events to create connections with tour operators. Partnerships and bookings will develop as we get closer to the opening date. 

What is the potential customer segment for Green Coast Hotel – MGallery Collection? 

Green Coast Hotel – MGallery Collection is positioned as a luxury and relaxation hotel. Although we will operate year-round, our focus will be on the high tourist season; tourists visiting the Albanian Riviera who seek, alongside luxury and exceptionally high-quality service, a fulfilling experience. We aim to operate year-round, integrating multiple activities that will allow us to accommodate business groups, various training sessions, and workshops, and attract individuals who combine work with moments of relaxation—known as “bleisure” travelers (business + leisure). 

You have been recruiting for some time now; how difficult or easy has it been to meet the needs of qualified staff?   

We are still in the process of building our team, aiming for over 140 employees at the hotel opening. Certainly, we are currently focusing on individuals who will operate in key positions, who must have considerable experience in the hospitality and tourism sector. However, this does not exclude the fact that we welcome a wide range of candidates for operational roles. As I mentioned earlier, we aim to operate year-round, which means we are committed to providing employment opportunities throughout the 12 months, not just during the summer season. We want to bring a different perspective, also through continuous training, so that at Green Coast Hotel – MGallery Collection, anyone can build and develop a career. 

Tourist interest in Albania has been stable year after year, turning it into a viral destination. How does the progress of tourism in Albania influence the expansion of structures for international brands and vice versa; how does this help achieve and maintain a balance between mass tourism and luxury tourism?  

There is no doubt that international brands have a great interest in entering the Albanian market, and this is also a result of the tireless work that groups like BALFIN do to promote the country and attract foreign attention and investments. I say this based on the consistent recognition of BALFIN Group. However, this process faces several significant challenges, such as issues related to land ownership and inadequate infrastructure. These obstacles make it difficult not only for these international brands to enter but also to offer a high-quality product that meets their standards. 

Looking closely at the situation, it will take a considerable amount of time to build a broader international hospitality network in Albania. This requires ongoing commitment from all parties involved, including the government, investors, and local communities, to address these challenges and create a favorable environment for tourism development. 

Regarding maintaining the balance between mass tourism and luxury tourism, this is a complex issue that requires a strategic and sustainable approach. Attracting both types of tourism requires not only creating diverse products and services but also good promotion of destinations and cultural heritage. This means investing in the education of tourism operators and improving services to ensure that both mass tourists and those seeking luxury feel welcomed and satisfied. 

Where do the objectives for Green Coast Hotel – MGallery Collection – align with those of BALFIN Group?

Currently, BALFIN Group is present in 11 different countries and has gained valuable experience operating in various markets. Regarding tourism, in addition to strengthening positions in existing markets, BALFIN Group is exploring opportunities to expand geographically beyond the Western Balkans, following the successful examples of other industries within the Group. For the geographical expansion of tourism, we are particularly evaluating opportunities in North America and Western Europe. This geographical diversification of Group’s activities will increase its presence and influence on the global market. At Green Coast Hotel – MGallery Collection, we aspire to build a talented, ambitious, and loyal team that best represents our values. As can be understood, by cultivating a strong connection between our local roots and embracing international experience, we aim to create professionals who will be competent beyond borders and who will lead our success in the hospitality industry tomorrow.