Southern Resorts Elevate Service Standards and Impress with Leisure Formats
According to the press service of the Ministry of Resorts, Tourism, and Olympic Heritage of the region, tourist arrivals to the Black Sea resorts of the Krasnodar Krai increased by 5% in the first half of 2025. In the structure of tour bookings, Sochi leads (59%), followed by Gelendzhik (19%), Anapa (13%), and Tuapse (6%). Meanwhile, hotels are introducing new service formats, comfortable stays, and diverse activities—from thermal zones to gastronomic festivals. The growing number of tourists, stable demand, and expanding hotel infrastructure confirm that the Black Sea coast firmly retains its position as Russia’s key summer destination.
Ekaterina Khardzhieva — Head of Sales Department, Mantera Group
Leading industry hoteliers shared insights on how the season is unfolding, changing guest preferences, and the trends shaping travelers’ choices.
Southern Resorts Maintain High Standards
Data from a national tour operator shows that the Krasnodar Krai remains the leader among Russia’s summer tourist destinations, accounting for 45% of all July bookings nationwide. Experts confirm this trend.
Alexey Demin, General Director of HIDENS Hotel, noted that the region’s high season has always seen strong hotel occupancy, and this year is no exception. “This season is the first for HIDENS Hotel: we welcomed our first guests on May 30, and the start has met our expectations,” said Mr. Demin.
Marta Shtol, General Manager of Valset Apart-Hotels and Freestyle Hotel, echoed this sentiment, stating that occupancy levels remain as projected.
Ekaterina Khardzhieva, Head of the Sales Department at Mantera Group (which includes Sochi Park Hotel), also believes the 2025 summer season is progressing as expected: Sochi Park Hotel’s occupancy aligns with forecasts. However, final conclusions about the peak season are premature, she noted, as August and September—traditionally popular months for Sochi vacations, especially among travelers seeking milder weather—are still ahead. That said, Sochi Park Hotel is already seeing a positive trend in bookings for the “velvet season” compared to the previous year, Khardzhieva added.
Industry professionals also observed that tourist behavior is evolving with external trends.
Marta Shtol — General Manager of Valset Apart-Hotels and Freestyle Hotel
Khardzhieva noted that some guests this year prefer international destinations due to increased affordability amid the ruble’s strengthening. At the same time, Sochi remains attractive due to its convenient location, diverse offerings, and developed infrastructure. “Responding to guest demands, we continuously improve: upgrading infrastructure, introducing new services, and creating unique special offers for maximum comfort,” she said.
Experts noted that modern tourists pay closer attention to details and expect transparent, well-substantiated information when choosing a destination. Trust is built where there is confidence in safety and care.
“Before booking, guests inquire about the situation, and upon hearing positive news—such as the Black Sea waters near the hotel being clean and regular water tests by oversight bodies confirming compliance with standards—they choose our hotel,” explained Alexey Demin.
This is corroborated by regional Rospotrebnadzor (consumer protection agency) officials, who daily monitor air quality, beach conditions, and seawater and drinking water along the coast. From Gelendzhik to the border with Abkhazia, as well as in Taman up to the Rostov region, beaches and water fully comply with sanitary norms, ensuring safe swimming and recreation.
Comfort and Leisure Reach New Heights
Krasnodar Krai led Russia in hotel room growth in the first half of 2025, adding 1,500 high-quality rooms. Today, travelers can choose from approximately 11,000 accommodations with a combined inventory of 247,000 rooms, including over 350 upscale 4* and 5* hotels. Of these, 86 offer all-inclusive packages with full infrastructure for comfort, wellness, and leisure.
The 2025 season has clearly shown that traditional hotel management approaches—relying solely on reputation and years of experience—no longer guarantee stable occupancy, said Marta Shtol. “The market is evolving rapidly: guest preferences shift within a single season, and new behavioral trends emerge under external influences—from economic conditions to social media popularity,” she explained.
Today, it’s critical not just to offer services but to continuously scan guest needs and adapt in real time. Thus, decision-making speed has become a competitive advantage. “We focus on flexibility and comfort: from fully equipped apartments with kitchens for families and groups to cozy rooms with river and mountain views. Guests enjoy a Finnish sauna and spacious event spaces. An Italian restaurant with a summer terrace enhances the resort experience, creating a welcoming atmosphere,” Shtol noted.
“HIDENS’ hospitality concept is built on elegance, premium service, and the refined aesthetics of the picturesque Black Sea coast. Guests enjoy premium services: 16 room types ranging from 21 to 135 sq. m, a private beach 150 m away, an open-air pool with panoramic views, a spacious 3,000 sq. m spa with a pool, a kids’ club, karaoke, billiards, conference spaces, and accessibility for guests with limited mobility,” said Alexey Demin. The hotel offers diverse activities for all ages across multiple locations, allowing guests to tailor their experience. Additionally, weekend stays feature festival-scale events, he added.
Sochi Park Hotel focuses on full-fledged comfort: “Guests don’t even need to leave the property to enjoy their vacation—except perhaps for excursions organized by our partner, Mantera Travel,” said Ekaterina Khardzhieva.
The hotel features year-round heated pools, rooms for couples and families alike, a spa and wellness center with relaxation programs, 15 restaurants and cafes, sports and play areas, tennis courts, kids’ clubs, and a lush parkland perfect for strolling amid blooming flora year-round, Khardzhieva noted.
The South Sets Trends
Experts say 2025 has seen travelers favor personalized trips, eco-friendly stays, and more pet-inclusive vacations. According to an online booking service, Russian pet owners booked pet-friendly accommodations 58% more often than last year, signaling a sustained trend toward pet-friendly travel.
*Eng. “pet-friendly”
Leading Southern Hoteliers Anticipate Trends
“Each year, guest preferences further push the tourism sector to refine services and elevate standards, positively influencing destination choices. HIDENS Hotel’s offerings cater to families with children and travelers seeking secluded relaxation,” said Alexey Demin. With more guests bringing pets, HIDENS became the first Krasnodar hotel certified under the “Traveling with Pets” standard, enhancing trust and comfort, he added.
Today, hospitality success isn’t measured in square meters but in crafting personalized guest experiences, noted Marta Shtol. Modern travelers seek a balance between comfort and authenticity—they want to co-create their journeys. “We’re transitioning from ‘flawlessly serviced rooms’ to curating special moments. Every detail—from design to services—should evoke emotions. We blend hotel amenities with local uniqueness so guests leave feeling they’ve discovered something extraordinary,” she said. This approach fosters loyalty where hotels become guides to mindful hospitality. “If guests feel they’ve lived a unique story, that’s true competitiveness,” Shtol emphasized.
Travelers now seek personalized, eco-conscious trips, confirmed Ekaterina Khardzhieva. They blend work and leisure, crave adventures, and consider environmental impact. Sochi Park Hotel embodies this: “We implement water and energy conservation, biodiversity support, and regular landscaping,” she said. Family tourism is booming, with multi-generational trips. The hotel caters to this with kid-friendly amenities, daily activities for all ages, and pet-friendly policies for over two years. Another perk: discounted tickets to nearby Sochi Park theme park.
“Guests choose us because they trust we’ll meet their needs,” Khardzhieva said, highlighting constant feedback-driven improvements.
Future-Ready Hospitality
Black Sea hoteliers are investing in quality, emotional service, and preparing innovations for upcoming seasons.
Amid rising competition, maintaining service quality is crucial, said Alexey Demin. “We focus on aesthetic spaces, family comfort, and meticulous service—from infrastructure to guest care. Wellness and event tourism are future priorities.”
*Eng. “wellness”
“We’re renovating two buildings, with premium rooms already bookable,” said Khardzhieva. Event tourism thrives too, like the three-day festival kicking off summer 2025. “We’re preparing magical New Year’s concepts,” she added.
Despite digitalization, Valset Apart-Hotels and Freestyle Hotel prioritize human warmth amplified by tech, said Marta Shtol. “Like a great conversation, our staff anticipate needs—whether a thoughtful gesture, local tip, or tailored activity. True premium service feels effortless, yet behind it lies meticulous teamwork focused on depth, not breadth, of moments.”
Freestyle Hotel and Valset Apartments at Rosa Khutor now operate under Vasta Hotels. Direct bookings offer flexible pricing, personalized requests, and the Vasta Club loyalty program.
Flagship Valset Center and Premium 4* apartments feature kitchens, ski storage, and reception services (slope schedules, ski passes). The 115 sq. m “Executive Apartments” are also available.
*Eng. “ski pass”
Groups or long-stay families may prefer Valset Sport 3*’s multi-room apartments with kitchens (monthly rentals available). Pets are welcome.
For active getaways, Freestyle Hotel Rosa Khutor 3* sits on the Mzymta River’s banks, offering cozy rooms with mountain/river views, an Italian restaurant (“Rucola”) with a terrace, a Finnish sauna, and event spaces. Winter guests appreciate gear-drying rooms.
“Year-round, our properties deliver thoughtful, hospitable leisure for those valuing comfort, choice, and nature,” Shtol said.
Ideal for travelers seeking relaxation without compromising on comfort.