MICE Lab in Zagreb: What is stopping a good offer from reaching the client?
Aminess continues to expand its portfolio by entering a new destination, Umag. Hotel Kristal, one of the iconic properties of Umag tourism, closed since 2013, will reopen its doors after extensive reconstruction, this time under the Aminess brand. Located by the sea in the very heart of the town, this future lifestyle hotel will deliver a new level of accommodation and gastronomy, while contributing to the vibrancy of the town promenade throughout the entire year.
Initial work and preparations for the reconstruction were launched this autumn, with the opening of the fully renovated hotel scheduled for the start of the 2028 tourist season. The hotel will offer around a hundred modernly designed accommodation units, with a planned four-star rating. The project is being realized in partnership with investor Adria Commodities, while Aminess will manage the hotel operationally.
Contemporary lifestyle concept in the heart of Umag
The new Kristal will combine modern design, high-quality service and Mediterranean relaxation with a direct experience of the town. It will cater to guests who appreciate aesthetics, gastronomy and an authentic destination experience, ranging from couples to individual and business travellers, as well as guests seeking a short break by the sea outside the summer season.
Interiors in warm, natural tones, social spaces, terraces and a seaside pool will create an inviting atmosphere for relaxation. The hotel's central location in Umag will allow guests to naturally combine their stay with exploring the town and its offerings.
Special emphasis will be placed on food and beverage concepts, which will form a vital part of the hotel's identity. Among the planned features, a street food restaurant on the town promenade stands out, designed as a vibrant and informal meeting place for hotel guests, residents of Umag and other visitors to the town. With its culinary offering and an atmosphere open to the local community, Kristal will be a place to visit even without staying overnight- whether for morning coffee, a good meal or an evening gathering by the sea.
Year-round hotel contributing to destination development
The revitalization of Kristal is also significant for the further development of Umag's town centre. Operating year-round, the hotel will generate additional reasons to visit outside the peak tourist season, create new jobs and provide opportunities for collaboration with local partners.
"We are particularly pleased that Aminess is coming to Umag through the revitalization of Kristal, a hotel that holds an important place in the town's tourism history. Its reopening after a long period of closure is a major milestone for Umag, especially for its centre. We want to create a hotel that guests will love to visit, but also a place that the people of Umag feel is their own. That is why we are putting special emphasis on gastronomy, social spaces and year-round operations. We believe that the new Kristal will contribute to Umag's appeal across all seasons and once again become one of its iconic meeting places," stated Mladen Knežević, President of the Management Board at Aminess.
Entering Umag is a continuation of Aminess's strategy to develop its portfolio and strengthen its presence in Croatian tourist destinations, focusing on hotels with a distinctive character and amenities that create added value for guests and the local community. With the inclusion of Kristal, the Aminess portfolio will encompass 35 properties across 14 destinations, further consolidating the group's presence in Istria.
