Selma Ćubara: Charter can learn from the hotel industry, but it does not have an experience management system

Nautical tourism is not just another segment of tourism – it practically opens and closes the season in Croatia. It is through nautical tourism that we see how ready a destination is outside the peak of summer, but also how capable the system is of delivering quality throughout the year.

Croatia is one of the leading charter destinations in Europe, with one of the largest charter markets in the Mediterranean. But with growth come questions - quality, standards, operational performance and long-term competitiveness.

Where is nautical tourism really stuck today and what is needed to make a breakthrough?

We are talking about that with Selma Ćubara, director of the čarter.hr platform and organizer Adriatic Nautical Business Forum.

/ / / Zadar becomes a place of dialogue in nautical affairs: The first Adriatic Nautical Business Forum is held in April 

Selma Ćubara: The charter industry can learn a lot from the hotel industry, but it still lacks a guest experience management system

In the Croatian charter sector, we do not have clearly defined standards and business procedures, says Selma Ćubara, adding that 20 years ago, when she was just starting to work in the industry, she often heard the explanation that something is done 'because that is the custom'.

"Today, it is worrying that this way of thinking continues to permeate the sector. The problem is not in the equipment or basic service - most vessels meet guests' expectations, but in what makes up the overall experience: the communication before arrival, the information the guest receives, the way they are guided through their stay and how they are dealt with throughout the trip. This is where the charter industry falls behind the most. Unlike the hotel industry, which over the years has developed standards, procedures and is increasingly digitized, the charter sector still does not have a systematic approach to managing the guest experience. And while the operational challenges in the charter are specific, this cannot be an excuse for the absence of standardization and processes. This is exactly where I see the biggest room for the industry to step forward." Ćubara points out.

Watch the entire conversation on the podcast Hrturism FOKUS:

If you are interested in the topics we talk about in the podcast, the continuation of the conversation is moving live to the Adriatic Nautical Business Forum in Zadar.

More information at: Zadar becomes a place of dialogue in nautical affairs: The first Adriatic Nautical Business Forum is held in April