An interview with General Manager Blagovestka Tomova
What makes Rila Borovets the No1 Four-Star Mountain Hotel in Bulgaria for Three
Consecutive Years?
High quality is paramount to our activity and should be mentioned on the first place – our guests
get the best service on each visit, no compromise ever. Secondly – we tend to personalize our
approach so that we can reach each guest and accommodate their needs making them feel special.
Innovation and development come third – we are constantly on the look for new ideas, working
and developing new services, menus, activities. Then comes a flawless reputation – excellent
reviews, loyal clients and high ratings on tourist platforms. And last but not least – our staff love
and appreciate their work. Winning the “Best 4-star mountain hotel” award for the third
consecutive year means that we don’t just follow the trends, we set them.
What is the most common guest profile for the Rila Borovest Hotel – families, business clients or tourists?
The profile of our guests depends on the concept, the location and the services in the Rila Borovets hotel.
We are a year-round destination with a leading winter season.
Tourists – fans of snow sports in winter and in summer – people who seek the coolness and fresh
air of the mountains. Our guests originate from different countries, they belong to all age groups
and their booking preferences vary, but their love for snow sports and nature brings them
together.
Families with children – our strong point is having a kids area and a day care located in spacy
rooms, we also have family packages, kids pool, kids animation in active season – both winter
and summer.
Business tourists and corporate events – the hotel is geographically located at short distances
from the capital Sofia and Plovdiv city, from Sofia airport. Our business tourists appreciate our
swift hotel check-in, high quality Wi-Fi, nine conference rooms for up to 650 people with high-
tech equipment and all extra amenities.
Among all amenities and services in the hotel which are your guests’ favorites?
A unique location – the ski and snowboard slopes are at a hand’s stretch. The mountains are
literally in the hotel’s yard and the panoramic views are unmatched.
SPA zone – sauna, steam bath, criocabin, Turkish bath, swimming pool, jacuzzi, kids pool and
massage – these are the top choices of our guests after a long day on the slopes.
Lobby bar fireplace where you can have a hot drink or signature cocktail with live music.
The Terrace Lounge is the place with the best panoramic view in Borovets and the one that offers
perfect choice of great food and drinks.
“Samokovi” restaurant features the best Bulgarian and world wines on their list.
Ski storage and rental – guests can store their own equipment or rent high quality ski and
snowboard stuff.
Kids area and kids animation – 7/7 service.
How do you keep high quality service and motivation among the personnel at a daily basis?
Personnel is the backbone of our hotel. Here are some of our strategies:
Quality training and development – Clearly set work standards. Regular training for each type of
job. Monthly meetings for analyzing guest feedback and improving processes.
Motivation and recognition. Bonuses and incentives for outstanding work and achievements. “Employee of the month” program is the acknowledgement for the best performing employee. Social program. Opportunities for advancement – a clearly defined path for staff who seek career
advancement.
Work environment and culture.
Good pay – free transportation and food included
Open and free communication
Family-like work environment
What are the major challenges in running such a large and reputed hotel?
Running a large and reputed hotel has many challenges even when the business is successful.
Here are some:
Keeping a high quality level of services – our guests always expect something new and better
Motivation and management of staff
Financial and operation control
Competition and market trends – hotel industry is dynamic and competition constantly upgrades
the offer
Care for reputation and marketing
Innovation and investment – to constantly meet guests’ expectation for the latest trends in
amenities and services, digital technologies and environment solutions, as well as new services.
Good management requires balance between tradition and innovation, control and flexibility.
If the Rila Borovets Hotel were a human, how would he/she be like – what’s its style and character?
If the Rila Borovets Hotel were a living person it would be a charismatic one, welcoming guests in impeccable style and a warm smile, making you feel at home the minute you set foot in the building. Elegant but yet sociable, flexible and willing to adapt to each guest. A soft but steady voice, a discreet but
confident presence. A fresh and cozy feeling with perfect attention to detail.
What emotions would you like your guests to keep in their minds and harts from
their stay at the Rila Borovets?
The emotions that a hotel should leave in their guests are the ones that make them come back
over and over again. For me they rank in the following order:
Comfortable and quiet
Giving emotion and pleasure
Giving special attention
Making guests longing to come back
Joy and satisfaction
How do you think the “perfect winter day” should be like for a guest in the Rila Borovets?
The perfect winter day in the Rila Borovets hotel should be a mix of comfort, activity and lots of
emotions. In the morning you wake up and see the glittering white slopes. A hot drink in bed. A
rich and lavish buffet breakfast. Then ski, snowboard and sledges all day long or just a long walk
under the pines. SPA relax – after the outdoor activities your SPA center is waiting for you –
pool, jacuzzi, thermal zone, relax zone, rejuvenating treatments. Romantic dinner – three
restaurants are here for you to choose – and this season for the first time – a Wine restaurant.
Ending the day over a cocktail you can have in one of the three hotel bars with music program.
What values do you promote among the Rila Borovets staff to keep up the hotel’s spirit?
“Empathy as a strategy” is our leading technique that we encourage the staff to follow –
understanding guests’ needs but also understanding the people we work with. We encourage
taking the mistakes as a part of the journey – they are just steps to perfection, we only need to
fairly acknowledge and analyze them. And we also encourage the smile as the power for change
– no matter how stressful your workday is a gentle smile and a nice word can clear the air and
bring down tension. Smile is the mark not only for good service but is also a way to overcome
challenges.
What is the most valuable lesson you learnt as top manager in such a prestige hotel?
Among the most valuable lessons I learnt is that hospitality is not an industry- it is art. Hospitality
is ancestral for Bulgarian people. And we must keep and transfer to future generations that
“Heartfelt and genuine Bulgarian hospitality”. And one more thing about being a successful
manager – you need to know how to manage the processes and how to channel the emotions.
