Ana Milat
University of Split
Judita Peterlin
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The key idea of the innovation is reasonable exploitation of the environment on the existing property. The main focus is on:
The business innovation of Hotel Split is the construction and managing of a family-owned hotel with an extraordinary designation as a Near Zero Energy Hotel (neZEH). It is a new business model based on operating-cost reduction and sustainability through environmentally friendly materials during construction; raising the awareness of employees, local community, and tourists; and improved energy management.
Mladen Tomić, the owner of Hotel Split, says he built the hotel at the instigation of his father. As he had studied tourism and economics in school, it was obvious that he would work in tourism. He was working in Germany, but wanted to come back to Croatia, and there he opened the first green hotel in Croatia. The mission of the hotel is to promote sustainability, practicality, and cost-effective operation while maintaining a high-quality product. That is why Mr. Tomic decided to go ecological even though construction costs were a bit higher.
The hotel's location, architecture, luxury, design, the green aspect of the innovation, and overall good management all have a positive impact. The hotel is attractive, competitive, and attracts a large number of tourists, which raises the revenue and profit. The profit growth rate in 2015 was 90.94%, according to the Poslovna Hrvatska's database. As the first green hotel in Croatia they had a great impact on local community and environment. Since then, Croatia has added only one Near Zero Energy Hotel (Adriatica in Supetar) and 41 hotels certified Sustainable Hotels by UPUHH (Croatian Hotel Business Association), such as Palace and Esplanade Hotels in Zagreb, Hotel Iadera and Punta Skala Resort in Zadar, and Hotel Križ in Trogir.
As the owner said, “People around us were a little astonished by the fact that we were looking for certification that all detergents and cleaning agents are biodegradable, or that parquet is made from natural wood, without any toxins...and similar things. People were astounded when we asked for recycling bins.” It had, he says, a really huge impact on the local community.
The hotel is recognized as the first a green hotel in Croatia. As such it is positioned to remain cutting-edge and keep innovating. A business benefit from being a green hotel is strengthening the brand position and image. This is achieved through reducing the operating cost (using renewable materials such as aluminium and glass makes the project sustainable) and attracting and motivating local employees (economic stimulation, community good-will) and potential investors (long-term and profitable financial relationships). The hotel benefits from more sales, leading to market-share increase. For example, with only 40 rooms, Hotel Split has booked 3.61% (451 overnights) of the total (12,494) overnights from American tourists. The hotel is attracting Americans and Western Europeans (Great Britain, Germany, Belgium, Switzerland, and France), which are leaders in green tourism.
"As it is the first green hotel in Croatia it had a great impact on society as we are a focal point for our employees, local citizens, and others,” said Mr. Tomić. He employs 18 people year-round and 40 during the summer season -- a high staff-to-client ratio, as they have only 40 rooms. They also cooperate with local businesses, hospitals, artists, schools and faculties and domestic associations, organizations, and European projects such as Near Zero Energy Hotels.
The Croatian Ministry of Tourism has supported this project because hotel staff clean the beach and the waterfront, which also resulted in their earning a White Flag. The impact on the environment is definitely positive, being designed by the principles of green and environmentally friendly construction.
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Mladen Tomić, Mr.
