The CEO who proves hotels don't need OTAs to win ft. Gorjan Lazarov of OREA
April 22, 2026
When Gorjan Lazarov became the CEO of OREA Hotels & Resorts in 2016, direct bookings were at zero and guests chose the brand mainly for its locations. Ten years and 20 hotels later, guest ratings are through the roof and 60% of revenue comes in through OREA’s own platform. Gorjan shares how the group rebuilt its culture, utilized innovative tech and turned OREA into one of the Czech Republic’s most beloved hotel brands.
When Gorjan Lazarov became the CEO of OREA Hotels & Resorts in 2016, direct bookings were at zero and guests chose the brand mainly for its locations. Ten years and 20 hotels later, guest ratings are through the roof and 60% of revenue comes in through OREA’s own platform. Gorjan shares how the group rebuilt its culture, utilized innovative tech and turned OREA into one of the Czech Republic’s most beloved hotel brands.
Gorjan is the CEO of OREA Hotels & Resorts, a Czech hotel group he’s been leading since 2016 after starting his career in hotel operations. During that time, OREA has grown its portfolio and introduced new technologies to support that growth, from robot concierges and contactless check-in to real-time pricing.
Learn more about the podcast here: https://hubs.ly/Q0350wrf0
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