LUXURY WITHOUT SERVICE IS JUST A BEAUTIFUL, EMPTY SHELL

Marko Radić, former director of the Trebinje Tourist Organization and now head of tourism promotion at the Tourist Organization of the Republic of Srpska, is known for sharing candid insights about the state of domestic tourism on his social media platforms.

PHOTO: Pixabay

In one of his recent posts, Radić delivered a compelling reflection on the current state of hospitality and tourism — a perspective that resonated with many professionals in the industry. Here is his commentary in full, without edits:

"I've been actively working in tourism for over ten years.

Destinations are developing, hospitality venues are constantly opening and closing. What I’ve noticed is a growing trend of massive investments into interior design.

Restaurants now rival global standards in design. Everything is 'Instagrammable,' everything shines. Some of these concepts are worth hundreds of thousands, even millions of euros.

But have you noticed — with some exceptions — that many of these spaces end up looking exactly the same? Like variations of one single idea.

It seems more attention is paid to tiles than the menu, more to lighting than service, more to aesthetics than to staff training. In all this immense investment, we often forget the most important element: the human being.

The waiter, the receptionist, the manager, the tour guide... the person who actually makes the experience.

They rarely receive even a fraction of the investment that goes into a velvet chair or Italian lighting fixture.

How can we expect a young person — inexperienced, without mentorship, unsure about their salary and lacking employer support — to meet the high standards of a luxury venue? How can they deliver top-notch service if no one has ever taught them, neither in words nor by example?

In tourism and hospitality, service is not an accessory. It is the essence.

Until we begin investing in people at least as much as we invest in the spaces, all that glitter will remain only on the surface. A beautiful interior might dazzle at first glance, but only people leave a lasting impression.

And yes, it’s true — not all young people entering tourism are ready. Some lack patience, have little desire to learn, and often unrealistic expectations without the experience to back them up.

But the focus can't be solely on them. A significant part of the responsibility lies with the business owners, many of whom come from other industries. They invest serious money but without a real understanding of how crucial service is — or that staff education must be ensured.

Because it's the employees who carry the business, who deliver the service, and upon whom almost everything depends.

It all starts and ends with people. And luxurious interiors without good service are just shells. Beautiful, but empty."

Radić’s commentary strikes a chord in an industry often dazzled by surface appeal. His call to shift focus back to people — the true heart of tourism — serves as both a wake-up call and a blueprint for sustainable, meaningful hospitality.