In his interview for LDaily, Oleksii Pieklun, CEO of BRG Hotels, talks about the international expansion of the Ukrainian hotel chain, new projects on the island of Bali, and plans to enter the Turkish market.
Oleksii shares his vision of how Ukrainian hotels can successfully compete with global chains through flexible management, high service standards, and an innovative approach to guest experience.
Among the key topics of the discussion are the future trends of Ukraine’s hotel industry: the growth of resort destinations, wellness hotels, apartment-style concepts, and franchise models. Oleksii Pieklun also explains which formats are worth investing in today — from premium hotels to modern mid-range projects that combine efficiency with quality.
This interview is about Ukrainian business confidently stepping onto the global stage while preserving its values and unique style of hospitality.
LDaily: What is the core philosophy of Business Regency Group today?
O. Pieklun: The philosophy of BRG Hotels is rooted in the desire to create hotels that combine comfort, contemporary design, and high management standards. We approach every project not merely as real estate, but as a living business organism, where every detail is thoughtfully designed — from architecture to the emotions a guest experiences. Our mission is to develop Ukraine’s hotel market through systematic management, technological solutions, and partnership models.
LDaily: What is your company’s competitive advantage?
O. Pieklun: Our strength lies in our integrated approach. BRG Hotels provides a full cycle of services — from concept development and construction to management and marketing. We have practical experience in launching projects of various formats — from boutique hotels to world-class resorts.
A special mention should go to the NEMO Resort & Spa franchise — BRG Hotels’ flagship product, which holds the top position on Booking.com among Ukrainian five-star hotels. It’s a clear example of how a national brand can compete on par with global networks.
LDaily: Do you plan to expand beyond Ukraine?
O. Pieklun: Yes, we are already actively working on international expansion. One of our new projects is being implemented on the island of Bali, opening the door for BRG Hotels to enter Indonesia’s tourism market. At the same time, we are exploring opportunities in Turkey, particularly in the resort and wellness segments. For us, this is a logical step — to apply Ukrainian expertise in management and service in markets where quality and authenticity of hospitality are key. We are confident that Ukrainian brands can be both recognizable and competitive on a global scale.
LDaily: Do you believe Ukrainian hotels can compete with global players?
O. Pieklun: Absolutely. Ukrainian hotels today demonstrate a high level of service, management flexibility, and innovative approaches to guest communication. The key factor is not just financial investment but professional management. We prove this through NEMO Resort & Spa, which consistently maintains leading positions among international guests.
LDaily: What are the main trends in the Ukrainian hotel industry you foresee over the next 5 years?
O. Pieklun: Among the main trends are the development of the resort segment, wellness hotels, and apartment-style formats. Demand will grow for hotels that offer not just accommodation but a holistic experience — including medical services, SPA, gastronomy, and event tourism. We also expect active growth of franchising in the hospitality sector, where BRG Hotels is already one of the leaders.
LDaily: Where is it worth investing today — in luxury hotels or more affordable formats?
O. Pieklun: Success depends on the location and the right business model. The premium segment remains promising in major cities and coastal areas, but more and more investors are turning their attention to the mid-scale segment — modern, efficiently managed hotels offering high-quality service. We work with both formats, adapting our models to the economic realities of each specific region.
LDaily: How do you choose investment directions and new projects?
O. Pieklun: We rely on in-depth market analysis, the potential of each location, and the opportunity to create a truly unique product. It’s important that a project has long-term prospects, not just quick results. BRG Hotels is always about structure, consistency, and strategic thinking.
LDaily: How does global instability affect your business?
O. Pieklun: Instability certainly has an impact, but at the same time, it creates new opportunities. We see that in times of uncertainty, investors value professional management and well-structured business models even more. BRG Hotelsprovides exactly that — stability, predictability, and control at every stage for our partners.
LDaily: What’s more important now — exploring new markets or strengthening your position in existing ones?
O. Pieklun: We follow the principle of balanced growth. It’s essential to reinforce our position in the domestic market, which still has great potential, while at the same time expanding our geography. Ukrainian brands have every chance to become recognizable abroad — and BRG Hotels is actively moving in that direction.
LDaily: How has the behavior of Ukrainian investors and clients changed in recent years?
O. Pieklun: Investors have become more pragmatic. They focus more on management efficiency, return on investment, and the reputation of their partners. Guests, in turn, have become more demanding when it comes to service and technology. Today, it’s not enough to offer comfort — it’s crucial to create an emotional connection with the brand. This motivates us to keep improving.
LDaily: Do you rely more on intuition or numbers?
O. Pieklun: I believe that successful management is a balance between analytics and intuition. Numbers reflect reality, but decisions are made by people — and that requires a sense for the market, the team, and the moment.
LDaily: How do you build your team?
O. Pieklun: We choose people who share our values: professionalism, responsibility, and initiative. At BRG Hotels, we’ve built a culture of trust and continuous development. We invest in training and create conditions that make people want to grow together with the company.
LDaily: What business mistake do you consider your most valuable experience?
O. Pieklun: Every mistake is a lesson. The most valuable experience for me was realizing that you shouldn’t rush into scaling without a deep analysis of your operational model. That taught me to think strategically and always look at the business from a long-term perspective.
LDaily: If tomorrow someone offered to buy Business Regency Group at a good price, would you agree?
O. Pieklun: No. For me, BRG Hotels is not just a business — it’s part of my philosophy and my team, with whom we’re building a new chapter in Ukrainian hospitality. You can sell a company, but not the idea behind it.
LDaily: What are your company’s plans for the near future?
O. Pieklun: We’ll continue developing our hotels in Ukraine, expanding our franchise network, and entering international markets. BRG Hotels aims to become a platform that defines the standards of a new kind of hospitality — modern, technological, emotional, and Ukrainian in spirit.
