In today’s competitive hospitality landscape, maximising every square metre of a property is more essential than ever—especially when it comes to event revenue. In this exclusive guest column, The Hotel Magazine speaks with Tamara Radisic, Director of Marketing at Hyatt Regency Kotor Bay Resort, to explore how hotels can think beyond the ballroom.
With an innovative approach to reimagining rooftops, lobbies, patios, and even storage areas, Tamara shares how her team is turning overlooked corners of their stunning coastal resort into immersive, revenue-generating event experiences. From panoramic rooftop concerts to private beachside weddings, discover how strategic creativity and local charm can transform underused spaces into unforgettable guest moments—and powerful business assets.
What are the most commonly underutilised spaces in hotels, and how can they be transformed into revenue-generating event venues?
Event spaces need not be confined to traditional conference halls and meeting rooms. With strategic creativity, even the most unexpected areas can be transformed into dynamic, revenue-generating venues – in fact, some of the most captivating event spaces are often hidden in plain sight.
While Hyatt Regency Kotor Bay Resort boasts a magnificent new ballroom and conference centre with expertly designed MICE facilities, we also embrace the potential of unconventional spaces.
Over the past year, we’ve hosted a wide variety of events—including parties, concerts, pop-ups, weddings, brand activations, and networking gatherings—in some truly unique locations.
We’re fast becoming famous for hosting poolside and rooftop concerts, and we love to be creative with our bar terraces, lobbies, beachside patios, spas, pool areas, and restaurant balconies, transforming every corner of our resort into a memorable, eye-catching setting.
How can hotels assess the potential of non-traditional spaces for events?
Start by seeing the hotel through the eyes of a first-time visitor—imagine, or better yet, witness a guests’ sense of awe as they step inside for the very first time.
We move through our hotel spaces every day, and it’s easy to become accustomed to their beauty. But when you pause and take it all in as if for the first time, the breath-taking locations and stunning views reveal their magic all over again.
Hyatt Regency Kotor Bay Resort lies next to the beautiful bay of Kotor, hidden amongst some of the country’s most magnificent, fjord-like mountains. Initially, our rooftops went unused—until we realised the incredible panoramic views they offered of the bay.
Potential lies everywhere, even in the smallest hotels. For example, empty rooms with beautiful views can make wonderful spaces for private networking events, and underused dining spaces, like breakfast restaurants, can be repurposed for revenue-generating mixology classes or private chef experiences.
With a bit of creativity and careful planning, even the most underutilised spaces—such as a spare guest room, a small meeting room, or even an unused storage area—can be transformed into valuable, revenue-generating spaces.
A bedroom could become a private spa pop-up or personalized wellness retreat, a small meeting room could be repurposed into a flexible hot-desking workspace, and a former storage area could evolve into a boutique yoga studio. By integrating technology and thoughtful design, these spaces could even serve as hybrid work hubs, connecting professionals to similar setups across the country, offering both convenience and exclusivity.
Tell us about your approach to events at Hyatt Regency Kotor Bay and the event spaces you boast and how do you, as a venue, differentiate your event offerings from competitors to attract more clients?
In February 2025, we proudly unveiled the new Ballroom and the breath-taking Ballroom Rooftop, seamlessly complementing our three purpose-built, mountain-inspired venues—ORJEN, RUMIJA, and LOVĆEN. These exceptional spaces, designed for world-class meetings and events, are just the beginning of what our resort has to offer.
Nestled within the dramatic, fjord-like coastal mountains of the Bay of Kotor—a UNESCO World Heritage Site since 1979—our resort provides a truly unparalleled setting for unforgettable gatherings. Across our four conference halls, six restaurants, and the expansive ballroom rooftop, guests are treated to awe-inspiring views of Kotor Bay, where history, culture, and nature converge in spectacular harmony.
Beyond our dedicated event spaces, the resort’s vast waterfront grounds offer endless possibilities for bespoke celebrations.
Something that truly sets us apart is how we bring the true essence of our location into every aspect of the hospitality we offer. Of course, our menus are carefully created for each event, and feature wonderful local wines, and great cuisine. But more than that – our guests have exchanged vows on our pristine beachfront, and within the local ancient floating church, we’ve hosted grand galas under the stars on our panoramic rooftop and arranged intimate gatherings within Kotor’s historic city walls. From elegant waterfront dining experiences framed by towering mountains and sea-kissed breezes to peaceful spaces for creative thinking that perfectly reflect the natural idyl of the locale, every event we arrange is as extraordinary as its surroundings.
We take immense pride in celebrating our local heritage, weaving the rich culture of Kotor Bay into every detail of our hospitality. And for those seeking an unforgettable arrival, our exclusive speedboat transfers to the marina offer a touch of adventure, ensuring every guest feels truly special. At Hyatt Regency Kotor Bay Resort, we don’t just host events—we create extraordinary experiences that leave a lasting impression.
What are the key factors to consider when repurposing underused areas for events?
Spaces such as rooftops and pool areas offer stunning event settings but require stringent safety measures. Installing secure barriers, proper lighting, and non-slip flooring is essential, and extra staff should be on hand to manage crowds and monitor guest safety.
While transforming spaces into dynamic venues, it is crucial to minimise disruption to other hotel guests. Thoughtful event scheduling, soundproofing measures, and providing alternative relaxation areas ensure that all guests continue to enjoy their stay without inconvenience.
Underutilised areas may lack essential infrastructure, such as power sources, seating, and accessibility features. Thoughtful planning, including temporary staging, mobile bars, and additional seating arrangements, enhances the event experience while maintaining smooth hotel operations.
By balancing innovation with practicality, hotels can successfully transform underused areas into unique, revenue-generating event venues while maintaining a safe, comfortable, and enjoyable atmosphere for all guests.
What types of events are currently in high demand, and how are you tailoring your spaces to capitalise on these trends?
Wedding takeovers and the growing influx of tourism to Montenegro are driving high demand for unique, immersive event experiences.
We’ve noticed that couples are increasingly seeking exclusive, multi-day wedding experiences. We offer resort-wide buyouts, allowing wedding parties to fully immerse themselves in the celebration. From ceremonies on our pristine beachfront to receptions on our rooftop overlooking the Bay of Kotor, we provide a variety of stunning locations to create an unforgettable wedding journey.
Montenegro is less familiar to many UK travellers, guests appreciate our help in exploring its unique culture and heritage. At Hyatt Regency Kotor Bay Resort, we take great pride in personally guiding them through these rich experiences, ensuring they feel welcomed, informed, and immersed in everything that makes Montenegro so special.
Our venues are designed to offer immersive experiences. Their design and décor reflect our beautiful coastal surroundings, and as mentioned before, where the opportunity dictates, we go the extra mile to engage our clients in the local culture, heritage and spaces.
By adapting our spaces to meet these demands—whether through personalised wedding packages or tailor-made event experiences that highlight Montenegro’s natural beauty—we ensure that every event is as extraordinary as its setting.