Vesela Bogdanova is the General Manager of the Five Elements Hotel in Sapareva Banya.
The Five Elements Hotel is once again among the leaders in the industry – with a high HotScore online reputation index and the “Triple V – Verified by Guests” quality mark – Very High Quality, guests recommend the hotel. How do you maintain this standard and what challenges do you face in managing the hotel?
I am happy that for another year we are among the leaders in the industry! With each passing year, the bar is raised higher and higher by our colleagues in the hotel industry, and it is a pleasure for us to work in a highly competitive environment. The credit for maintaining the standard of services goes to our employees, who take care of the facilities on a daily basis, meet the expectations of our guests, and create new opportunities for memorable experiences at the hotel.
The philosophy of the five elements is at the heart of your brand. Tell us briefly about it and how you turn it into a real experience for guests.
The philosophy of the five elements – earth, water, fire, air, and space – is our way of creating harmonious and fulfilling experiences. Each element carries its own energy and meaning: earth provides stability and authenticity, water provides movement and renewal, fire provides passion and transformation, air provides lightness and freedom, and space provides that subtle sense of connection and balance.
We turn this philosophy into a real experience through our overall design, atmosphere, and programs – from the materials and colors in the spaces, through the music, aroma, and light, to the selection of activities and rituals. This way, guests don’t just visit a place, they experience a journey that connects them with their senses, with nature, and with themselves.
How do the natural features of your location – one of the hottest mineral springs in Europe and the Rila Mountains – contribute to the guest experience?
Nature is an integral part of the experience here and a key element of our philosophy. The mineral spring – one of the hottest in Europe – carries the power of both water and fire: it is a source of deep relaxation, restoration, and natural energy. Contact with this primal element has a purifying and recharging effect on both the body and the mind.
The Rila Mountains complement this feeling with their scale, silence, and clean air. They create a natural feeling of detachment from everyday life and a return to a slower, more conscious rhythm. The combination of mineral water and mountains transforms guests’ stay into a complete experience of balance, connection with nature, and deep rejuvenation.
Tell us a little more about the hotel’s spa area. How do you manage to maintain high quality all year round?
Our guests have the opportunity to take advantage of not only the hotel’s ‘Jala’ spa center but also the large outdoor area of the Kotvata Aqua Club. The variety of facilities with different temperatures ranging from 18 to 40 degrees Celsius, at the foot of the Rila and Verila mountains, is a unique experience in every season. Of course, in winter it is more difficult for employees to maintain the areas and facilities, but it is precisely in this season that the feeling of connection with pure nature and healthy outdoor practices is most energizing.
Which new products or artistic accents impress guests the most and how do you turn them into loyal visitors through loyalty programs and special incentives?
Last year, we introduced a discounted package price for hotel accommodation, whereby guests opt out of daily cleaning and linen and towel changes during their stay and help to protect nature and reduce the consumption of electricity and chemicals. This is the most popular package and we are happy that we have involved our guests in our pursuit of sustainable development.
What are the biggest challenges in managing The Five Elements and what qualities do you think determine success in managing a spa hotel in Bulgaria?
The biggest challenge in managing The Five Elements is to maintain a balance between high standards, authentic philosophy, and the real conditions of the rapidly developing tourism market in Bulgaria. This means constant work with the team, attention to detail, and the ability to turn the concept into not just a service, but a consistent experience for every guest, every day.
In my opinion, success in managing a spa hotel in Bulgaria is determined by several key qualities: a clear vision, sustainability and flexibility, the ability to build and motivate a team, and a deep understanding of the guest and their expectations. No less important are authenticity, long-term thinking, and respect for natural resources, because these are our greatest value and responsibility.
How do you motivate and support your team so that every guest feels cared for, attentive, and professional?
I believe that caring for guests begins with caring for the team. That’s why we create an environment where people feel respected, heard, and valued. We invest in training, sharing the “Five Elements” philosophy, and clearly understanding why what we do matters – not just as a job, but as an attitude.
We support our team with open communication, trust, and personal example, encouraging initiative and responsibility. When employees feel confident and motivated, they naturally convey this to guests through attention to detail, sincere care, and high professionalism. It is this human connection that makes a stay a real experience.
Have you noticed how the hotel’s positive online reputation influences potential employees’ decision to join your team?
Yes, we definitely see such a connection. The hotel’s positive online reputation influences not only guests’ choices but also the motivation of potential employees. We are already a recognizable brand in the region for high quality, attitude, and authentic experience, so people more easily identify with its values and want to be part of it. We are proud that 99% of our employees are from Sapareva Banya and nearby towns.
What message or advice would you give to your colleagues who run spas and mountain hotels in Bulgaria, based on your experience at The Five Elements?
I would encourage them to build brands with a clear identity and meaning, not just good facilities. Nowadays, guests are looking for an experience, emotion, and authenticity—the feeling that someone really cares about them and the place they are in.
My advice is to invest equally in the people, the concept, and the nature around you. The team is the heart of every hotel, the philosophy is its compass, and natural resources are a priceless resource that requires respect and responsibility. When these three elements are in balance, success comes naturally and sustainably.
What is the next big goal for The Five Elements – something you are excited about and dream of achieving? What new things can guests expect in 2026?
We are planning to renovate the Kotvata Aqua Club, which will give the complex a new, modern look and allow us to better meet the expectations of today’s guests. The project is aimed not only at a visual change, but at enhancing the overall experience – more comfort, functionality and a sense of harmony with our philosophy.
We also have other dreams that we need a little more time to turn into a concept.
See the Five Elements profile at BestHotels.bg here.
