HIDDEN GUEST: Petram Resort & Residences

Petram Resort is the culmination of Serbian company MK Group’s investments in the northern part of Istria. The opulent resort, estimated to be worth around 100 million EUR, spans over 85,000 square metres and comprises 55 villas and 197 apartments. The hotel opened its doors in the summer of 2023. Petram Resort is set in the northernmost part of Croatian Istria, near the border with Slovenia, in a quaint and slightly remote area above Savudrija. The decision to build the resort here was not made serendipitously.

Petram is not a hotel for a random one-night stopover, but a destination in and of itself.

Petram targets guests who covet and cherish discreet luxury and privacy, far from prying eyes. Views of the nearby Adriatic Sea and the Alps in the background add another layer of exclusivity. Petram thus functions as an oasis of serenity. At the same time, the location defines the purpose of the hotel: Petram is not a hotel for a random one-night stopover, but a destination in and of itself. This is a considerable advantage for incentive groups and organisers of smaller, boutique business events. Those looking to organise a classic conference with more attendees can instead opt for the nearby Kempinski Adriatic, also owned by MK Group.

entering the resort feels more like entering a private estate than a classic hotel.

Accessibility is one of the resort’s hidden yet key assets. From Ljubljana, guests will reach Petram in around an hour and a half. From Trieste, the journey is even faster. All this renders Petram a compelling choice for regional events and cross-border incentive projects. The final few kilometres to reach the resort will take guests onto local roads, further conveying the impression that guests gradually move from the busy public roads to a more intimate, almost residential-only area. Parking is tidy and discreet, and entering the resort feels more like entering a private estate than a classic hotel. Given that public transport is virtually non-existent in these areas, the hotel clearly targets guests who arrive with their own vehicle or shuttle transport. In light of the price tag, this is somehow expected and even desired. A strategic detail unknown to many is that MK Group also owns the nearby airport in Portorož. If the runway were extended, this would give the resort a strategic edge over its competitors. Currently, guests arriving by plane are forced to fly to airports in Trieste, Ljubljana and Venice. While these are still destinations fairly close, the limited air accessibility might impede guests from faraway markets from flying here. Another advantage is that the hotel is a wonderful starting point for avid cyclists. From here, the whole of Istria is within arm’s reach. The resort follows modern sustainability standards and is equipped with the most modern infrastructure for EVs, further underlining its commitment to providing the best for environmentally aware guests.

Concrete, glass and wood create a contemporary, almost residential-like character that breaks with the tradition of classic, tried-and-tested romantic Mediterranean design.

The first elements that catch the eye are three hotel and apartment edifices connected by a passage on the fourth storey, housing the restaurant, terraces, wellness and monumental infinity pool. On the outside, the design feels colossal, bold, and, most importantly, colourful and surprisingly in sync with the surroundings. The design does not hide ambitions – Petram Resort wishes to turn heads at first sight. The architecture is minimalist, with pure lines and natural materials. Concrete, glass and wood create a contemporary, almost residential-like character that breaks with the tradition of classic, tried-and-tested romantic Mediterranean design found in other resorts. Here, guests will not find a resort dotted with nostalgic photos or postcards. Petram Resort seems unperturbed by the competition; it is both contemporary and visually striking.

The exterior is refined, carefully crafted and logically structured. It features clearly separated private and common areas. The infinity pool functions as the resort’s central axis around which everything rotates, symbolically and design-wise. Indeed, the aesthetic of the pool and the rest of the hotel is photogenic and Instagram-ready, yet never vies for attention. The design does not seek confirmation. On the contrary, it shows that luxury can be quiet, classy and in harmony with the beauty of the Piran Bay. Although there were remarks during construction that the building would be all concrete, the final result is much more than that. An abundance of lush greenery, tidy landscape architecture and an emphasis on high-quality materials counterbalance the gargantuan size of the resort. Another advantage of the design is the focus on energy efficiency and sustainability, rendering Petram one of the handful of regional resorts that understand ecology in hotels is non-negotiable. The only remark concerning the design is the execution. It seems the owners rushed with the construction, leaving a few jagged edges and hanging wires here and there.

The personnel are professional, modest and impeccable in service, without redundant theatricality. Service is on-point, effective and discreet – precisely what the average guest coming to the resort desires. When hosting business guests and incentive groups, this is a paramount advantage: check-in and check-out, as well as all other daily operations, are flawless, fast and without redundant improvisation. The gastronomic side fluctuates a bit more. The main restaurant offers good Istrian hotel classics. The tuna tartare is succulent, as is the tuna tataki. Both are technically spot-on and tasty. We were positively surprised by the selection and representation of Istrian wine heavyweights in the wine menu. The wines uphold the local character of the cuisine.

check-in and check-out, as well as all other daily operations, are flawless, fast and without redundant improvisation.

Breakfast was less impressive. Although there were fewer guests, the à la carte concept should mean the staff devotes more attention to guests. The dishes could also be more creative and bold. Alas, the experience was mediocre, without any surprises or a distinct, signature style. We have hope that the offering will evolve when the hotel is booked year-round. At present, the cuisine is convincing enough to support the story for business events and smaller, closed groups. However, if the resort were to host a multiday event or conference, the gastronomy would need to be more diverse and bold. Gastronomy is thus a missed opportunity for now, especially given the ambitious promises and rumours concerning famed chef Ana Roš that have not come to fruition.

Hotel rooms

The size of the average apartment, measuring some 60 square metres, likely exceeds the needs of the average event attendee. Yet, surely no one will complain, especially in incentive groups where comfort and spaciousness constitute a key part of the experience. The most demanding guests can also opt for villas with two to four bedrooms. That is where real luxury starts.

the luxury of space and serenity has an immeasurable value.

We stayed in the minimalist Deluxe apartment. Its central living area is separated from the bedroom, providing privacy and oozing a sense of a home away from home. The design follows a reliable approach: white walls and furniture paired with grey hues and wooden flooring that imbue the space with warmth. This style has been imitated across countless hotels: it is tried-and-tested, functional, but lacks surprises. The kitchen countertop is ideal for longer stays. It is well-appointed, including a washing machine and a dishwasher. The bathroom is the culmination of the entire experience in a similar design style: grey tiles and an abundance of space. It beckons guests to enjoy its tidy comfort. The apartment’s soul is the lovely balcony that becomes a natural extension of the living area in warm months. On upper floors, guests will be greeted by spectacular views. Should you stay here, try to find a room on the upper floors. If possible, try to find one close to the wellness area and infinity pool. On the one hand, the generic graphics and wooden installation bedecking the walls of the rooms can hardly stand out. We had a constant feeling that we had seen something somewhere before. On the other hand, the luxury of space and serenity has an immeasurable value. The key question remains for event organisers: will your clients, or CEOs, be prepared to spend a considerable amount for a mini studio apartment for one night during a one-day event?

Meetings centre

Petram Resort features a smaller, functionally designed conference hall, which can accommodate up to 80 attendees. The classically designed hall is not an architectural marvel, but it serves its main purpose. The phenomenal rooftop terrace, conversely, is an inspiring space for a slew of unique events. Thanks to it, the resort can be considered a one-off event venue. The terrace is divided into three separate parts, fostering diverse, creative and experience-based layouts for events. First, Petram Rooftop Restaurant accommodates up to 120 attendees in a banquet setting. Second, the northern terrace is ideal for up to 180 participants. Last, the southern terrace has a whopping capacity of up to 280 attendees. For large-scale events, the nearby congress centre, owned by MK Group (Kempinski Adriatic), is the better choice. The congress centre features a dedicated building with spacious, flexible and modular halls, right next to Kempinski’s private beach.

DESSERT – The extras

Petram Resort’s infinity pool, set atop its rooftop, must be one of Europe’s longest, measuring 105 metres. Dipping your toes in this pool is an experience in and of itself, and not only because of the stunning visual backdrop. In the winter months, guests can also swim in the indoor pool, which compensates for the splendid views from the infinity pool outside. A lavish spa further enriches the wellness experience. There, you can pamper yourself and enjoy views of the undulating Istrian landscape.

FLOP – NEGATIVE SURPRISES

The green safety light on the ceiling over the bed is terribly disturbing and impacts the quality of sleep. More user-friendly and modern light management would doubtless improve the guest experience. The hotel could also present its additional services and possibilities in a more coordinated and appealing way. The resort has plenty of room for improvement in terms of development and content in this segment.

TOP – POSITIVE SURPRISES

The spacious, guarded parking lot and well-designed public areas beckon event organisers to host automotive events. Moreover, the design and location render the hotel photogenic. Simply imagine the backdrop of the Adriatic for the launch of a new car in this resort.

SUSTAINABLE ENDEAVOURS

When still under construction, many promises were made about Petram implementing sustainable solutions. Later, these claims were neither supported by data nor substantiated with measurable or trackable indices. The resort’s press releases predominantly included generic statements about architectural approaches based on principles of sustainable construction, energy efficiency and integrating ecological materials. These principles were presented as the elementary standard of all projects within the MK Group, but not as a differentiating factor. The absence of transparent data and proof makes claims about the hotel’s sustainability seem more like charlatanism. As guests, we immediately noticed electric charging stations for EVs, but nothing more than that.

The resort is ideal for demanding incentive groups seeking privacy, luxury and uniqueness.

First, we must praise the exceptional spaciousness and high level of comfort. From the initial impression onwards, it is unmistakably clear that Petram Resort & Residences is a modern and carefully designed property that we deem ideal for event organisers. Its offering is versatile, and its selection of villas eclipses the standard room choices in hotels. The resort’s rooftop terrace enriches the possibilities for events here. If the gastronomical offering were on par, the hotel would have a winning recipe on its hands. As a holistic entity, the resort is terrific for demanding incentive groups seeking privacy, luxury and uniqueness.

During our stay, the announcement that the nearby Kempinski Adriatic will change hands made waves. It will be interesting to keep abreast of the future decisions made by the owners and possible brand change, which could also affect Petram Resort. Considering the hotel’s ambitions, such a result is not unlikely. We cannot conclude the evaluation without commenting on the price policy: the prices are well above the average for classic conference hotels. Yet, given the spaciousness of the rooms, the level of privacy and luxury, these prices are expected. In short, Petram Resort is a singular, reocnisable hotel on the market that seems ideal for particular types of events. It complements the already rich and diverse hospitality landscape in Istria.

FINAL GRADE: 4.86 THREE MEETING STARS⭐⭐⭐ Resort Meeting Hotel 

3 MEETING STARS⭐⭐⭐ final score from 4.81 to 5.00
2 MEETING STARS⭐⭐ final score from 4.61 to 4.80
1 MEETING STAR⭐ final score from 4.41 to 4.60