Calling out Georgian Hospitality – A Business & Culture Case Study

Imagine a warm, grandma-style welcome.

Now, imagine that grandma got lazy.

And greedy.

That’s where we are.

But how else would you explain (old, rusty – does that even matter?) BUS SEATS as outdoor seating area in a four-star boutique hotel?

You must be wondering how I ended up in this situation. In other words - let me explain this bold introduction.

In some countries, hotel owners pave the road leading to their building – because guests deserve a smooth arrival. Not in Georgia.

So, our experience began with a relentless, bone-rattling ride through the rugged roads of Gudauri ski resort. The bumps didn’t stop at the hotel entrance. Oh no. They continued—right up the four flights of stairs. (Because, of course, there was no elevator.)

“Welcome to our hotel. If you break a glass water bottle, you will be charged. Also, please leave your key at the front desk before going out to avoid extra fees in case you lose it. Enjoy your stay.”

My husband and I exchanged looks – half laughing, half furious. That was our welcome? Seriously? Basically – ‘Hello, don’t be jerks and break stuff, or you’ll pay for it! Enjoy your stay!’

By the way, If the branding was meant to be bold and fun, that could actually work! That’s to say – nothing is inherently a mistake – it just needs to fit your brand.  

But this lady… The very first thing she did? She set us up for failure – in a fancy heritage hotel, a place where the message should be ‘don’t worry about the water bottle, we’ve got it covered’.

(Listen, I get it – I thought about it too. Maybe she had to personally cover guest damages before. I’m not saying it’s her fault. It’s almost never employee’s fault. Owners take the profits, they take the responsibility.)

Anyway, that was Tbilisi. Now, back to Gudauri.

After dragging our luggage for the last 500 meters (because the road was blocked by kilometer-long column of trucks going to Russia), we arrived three hours early.

Not a problem at all. They invited us to join the ongoing breakfast – free of charge – and rest by the fire while we waited for our room to be ready. Now, that’s a warm welcome!

A few days later, I overheard a new guest asking about the A/C – promised in the description but nowhere in the room. And let me tell you, this was not handled in a warm way. In fact, they were panicked and completely in disbelief (because ‘this is a ski resort and you don’t need A/C’). No need to judge these people. I’m not saying the guest is always right, but jumping straight into defensive mode?

(Seriously, what’s up with all these owners snapping back almost rudely at negative Google reviews?)

And then, it hit me – why do online photos and descriptions always look better than reality? Theirs including.

Their room is tiny. Ugly hotel carpet. Dull curtains. No a/c.

A/C is a standard option on Booking, so they just ticked the box. Not a big deal, right?

Guests shouldn’t be disappointed the moment they step inside. Quite the opposite.

Imagine being fully booked with raw, unfiltered photos. No perfect lighting, no Photoshop magic – just the real thing. But with a strong brand and personality in place, guests walk in already impressed. And from there? You can only exceed expectations, over-deliver in your own style.

Back to the story – how did our loving Georgian grandma go from stuffing us with khachapuri to stuffing her pockets?

It’s Not About Money, But Mindset

A quick Google search shows that a classic Georgian breakfast includes simple delights –fresh butter, jam, honey, alongside eggs, cheese, fresh or leftover khachapuri.

A quick glance at the breakfast buffet? No jars of jam. No golden honey. Just sad little plastic packets of some random jam and butter. Like, really? Why cheap out on something so basic?

Quiz time! How fast will you go bankrupt if you offer free unlimited coffee at breakfast? Apparently, fast enough to justify a sign that says: “First coffee is free, but the second one will be charged”. Excuse me? Since when is more than one coffee at breakfast an extra?

I don’t know about you (and maybe I’m a little bougie), but instant coffee, in a coffee pot, shouldn’t be the standard for breakfast – especially if you’re not even telling guests it’s instant. Makes you question everything, right? Like where do they even source their food from? Should’ve known better when I saw those bus seats… How you do anything is how you do everything.

(Look, no offense – but if you’re in hospitality, you need to be open-minded. You need to understand where your guests are coming from, acknowledge their doubts and concerns and make them feel understood – all while showing off your unique character and culture.)

On the bright side – there’s cheese. And in Georgia, cheese is fantastic. Which brings me to khachapuri – Georgian take on a cheese pizza that tourists find delicious! But not once, did they serve it for breakfast.

By now, you’re probably wondering – would other guests agree with me? After all, there’s one important thing I haven’t mentioned: this place has a great rating on Google and a very good one on Booking. So… does that automatically discredit everything I’m saying? 

Here is the thing: The most important comments? Guests keep those to themselves. The most important reviews? They are never written.

Most people won’t say anything when they don’t like something. Especially – ESPECIALLY – if the hosts are kind and welcoming, if they seem like they are doing their best (at first). But stay a little later, and you start to see the cracks. That quite resentment builds. The small disappointments pile up. And guests decide not to come back.

And here’s the kicker – these people are actually your ideal guests. The ones who would’ve returned, recommended, spent more. Not the loud ones who can’t wait to complain. So, think about it. You are playing it cool with your best guests. They smile –  you think you know them or ‘it’s good as long as they are not complaining’… but then they never come back.

I swear, some business owners consciously use this psychological trick – give people something for free, and they will feel like they own you. But here’s the problem: they’re giving away the wrong stuff.

These guys’ move? Free booze. (And don’t take me wrong – I enjoyed the house wine. Georgia has great wine. But no amount of free drinks can make you forget the things that actually matter. In fact, I’d even say – it feels like gaslighting.)

People remember the bad more than the free.

Here’s a perfect example. During my stay, a big group of Serbians checked in – friends who came to ski, have fun, and yes, enjoy the free brandy and wine. But…

What the owners didn’t realize – while proudly handling out drinks – was what these guests were actually saying to each other. Their absolute dissatisfaction with the breakfast choices. The quality of carbonara for dinner. The lack of decent bread. That overshadowed everything.

I’m Serbian, I know Serbians are gourmands. So it was no surprise they found all of that almost OFFENSIVE. Deliberate, even – like owners just didn’t genuinely care. That led to interpreting all of the other acts as fake.

And just like that…poof! Every good thing you’ve done, is GONE! So, tell me – was saving a few bucks on ham really worth it?

Sure – you can’t satisfy everyone. But, if half of your hotel capacities is occupied by a group from specific place, how about finding out what is a thing or two they would really appreciate seeing at the breakfast table? (And no, I’m not saying – learn to make traditional dishes from all over the world.)

You can’t go wrong with eggs – scrambled, fried, boiled. Just don’t get creative here. Eggs are supposed to be a safe choice, not an experiment. 

You also can’t go wrong with a solid selection of cereals, fruits, nuts and milk(s). But of course, someone will ask for alternative milk! Shame on those guys for not having it! (Unless that goes against your whole concept. In that case, market it properly, and you won’t attract those guests in the first place.)

Fun fact: Later, I found out about Georgian cornbread called mchadi. We have something similar in Serbia so I know that group would’ve loved it!

Here’s the thing: The real expense isn’t always money. More often than not, it’s just a little bit of thought and effort from the owner. And that brings us to… laziness.

Do You Care At All?

My husband and I spotted their fireplace before booking and instantly loved it! We imagined slow mornings in the cozy living room – reading a book, sipping coffee, watching the mountains.

The fireplace in the booking photos? Cozy, inviting, crackling with warmth.

Fast forward to reality: Cold. Dark. Ashes. Until 9 AM.

So we thought – no big deal, we’ll do it ourselves! They just need to leave us some wood in the evening. And they did. A couple of times. Until they… didn’t.

Not once did they make it a priority to actually light the fire before guests came down.

Just imagine – walking into a warm, glowing fire with two cups of coffee already waiting for us. Now that would have been a moment. Costing them zero dollars. Worth thousands to us.

Another example is a shower in a room. The water just floods the entire bathroom floor. Horrible, messy experience.

And listen to this – They Knew About It. Have known for years. Nothing they can do.  

And then, the mini-bar – empty and unplugged. Why? Because the plug didn’t fit the socket.

I mean – guests shouldn’t be put in a position to ask such questions!! Either provide a damn adapter or get rid of the mini bar altogether.

This place was build as a hotel just four years ago. But checking all the “four-star hotel” boxes on paper doesn’t make you one.

Even if you hire experts, it doesn’t mean you can sit back and relax. It's still the owner's responsibility to have a clear vision and guide the process. (Assuming you didn’t go for the cheapest ‘experts’ either.)

Take this for example – one night, we went for a dinner at another hotel nearby. At first, I couldn’t quite put my finger on what felt off. Then my husband summed it up perfectly: “This place feels like a gas station.” And he was spot on. This was exactly the vibe of the restaurant.

Moreover, they clearly had no idea what to do with their breakfast buffet tables once breakfast was over, so they just sat there, awkwardly taking up space, serving no purpose at all. A well-run hotel would have seamlessly transitioned that space into something else – maybe a cozy afternoon tea setup, even a karaoke corner!

And finally, our mains came out… in appetizer plates! Stacked high like a little food mountain – an attempt at making the dish look abundant when, in reality, someone clearly had no clue what they were doing.

Listen, most guests won’t be able to pinpoint what’s wrong there, why a place feels off.

They’ll just know they don’t want to come back. “Let’s try that other place next time.” And just like that, you’ve lost them.

Also, instead of just blindly coping what other places do, why not stop and ask: does this even make sense here, at my place?

Take laundry, for example. Charging per unit at high prices – how is that practical for a small, family-style hotel? Your guests just want to throw everything into one load and have it washed quickly. Simple.

OR serving main dishes without sides, then charging extra for potatoes, vegetables, even bread? No complementary butter. Not even a handful of peanuts. How exactly are you aiming to provide top-notch service when your head is so high in the clouds?

And the funniest part? I’m not even saying these places were expansive. I’m saying that even if they charged half the price, it would still feel like too much – because there is no real sense of generosity. And generosity shouldn’t feel like some kind of rare bonus. No one’s coming back to a place that feels like a cold, calculated transaction.

The aim should be exactly the opposite: whatever the price, guests feel like it’s worth double.

Another example of poor execution is this highly rated Tbilisi restaurant, with a stunning interior and creative dishes. However, the service cast a shadow over it all.

As the server placed the first dish in front of us, he rattled off a list of ingredients – fast and monotone, like a kid reciting a poem in first grade. Half of it flew right past us. What was the point? And then, for the second dish – nothing. No explanation at all. 

Simply copying fine dining rituals doesn’t make you fine dining. The format is there, sure – but the substance? Gone with the wind…

I’d rather he had said “…and when you feel that crispy thing in the sauce, that is…” – a little detail to pull me into the experience, to make me curious and to anticipate the question I would have later.

That is guest experience. 

Anyway… The list of missed opportunities and dull choices goes on and on. I actually made a podcast where I go through all of them in detail. Someone out there will take notes – and use them wisely.

Missed Opportunities Are Everything

As for this hotel in Gudauri, there was so much potential for a unique brand and approach.

For example, the hotel had three main guys running everything – one of them the owner’s son. Each had a distinct personality! I kept thinking: why isn’t there a fun little guide introducing them while also describing the hotel? With photos that actually capture their character which continues throughout the hotel. That would instantly make guests feel more connected – like part of a family. Something like:

• Jonny, the cool sunglasses guy – Runs restaurant and bar; DJ by passion, knows everyone in town, loves surfing, a little shy at first.

• Mile, the beanie guy – Handles logistics; knows the ski slopes, makes the house wine, and won’t shut up about drones.

• Lumel, the grumpy-but-nice guy – Reception; knows the best local spots, always up for a board game, will drive you anywhere.

Combine that with fun photos of their interests – maybe even stories from regular guests’ – and have them throughout the hotel. That would be cool!

And then there’s the missed opportunity to bring people together after a long day on the slopes. A cozy movie night on that big screen in the living room? A game night – especially with all those board games lying around? Or even a daily riddle challenge, where the winner gets a bottle of house wine?

Small touches that fit the hotel’s vibe perfectly. But the impact is big.

These are the ideas for another chapter – one where they decide to step up and stand out. Or, perhaps, when a big hotel chain swoops in and does it for them.

As for the rest – don’t get lazy and greedy. Because Marriott does this better while delivering ten times the service.

And that’s how family-owned hotels lose to franchise chains – not because they lack resources, but because they lack effort.

Tell me – are you frustrated by this article, or are you already thinking of ways to step up your service? 

I don’t write this to tear businesses down—I write it because this stuff is fixable.

And for those of you asking – okay, what’s the exact playbook for fixing all of this? Write me. If you’re serious, I’ll hand it over.

This is how you lose guests. This is how you win them. Your move.

Schedule a free discovery call HERE

Tell us YOUR story & get REAL feedback.