HIDDEN GUEST: Hotel Preko Ugljan, Curio Collection by Hilton

The island of Ugljan has never been considered a mainstream Croatian island or destination, and herein lies its greatest potential. For years, the town of Preko was overshadowed by Zadar as its more calm, almost contemplative alter ego. Hence, the decision to erect the first island-situated Hilton in Croatia here was no coincidence, but a strategic decision long in the making. The hotel is tucked away right next to the city port, on the “riva” (the main promenade), and steps from the ferry terminal. Although set in the heart of the island, the hotel’s location still gives it enough secludedness to maintain an aura of exclusive island intimacy. The vistas of the Zadar archipelago create a rare postcard moment that many hotels promise, but few actually deliver.

If Zadar is the stage, Preko is the front row, and Hotel Preko Ugljan claims the best seats.

What is more, its location is not only convenient but sends out a clear positioning message: it doubles as an excellent starting point for exploring the island and retreating from the well-trodden Adriatic outposts. Needless to say, a hotel set on an island has its downsides. For event organisers, this means greater logistical discipline, better transfer planning, and less room for improvisation. But in a way, this also represents an advantage: it oozes the feeling that guests have not arrived at a hotel but a carefully curated world.

Accessibility and connectivity present both the greatest advantage and challenge of the hotel. In theory, the path is straightforward: guests land at Zadar Airport, take a transfer or shuttle to the ferry port, and reach Ugljan in 20 minutes across the glimmering sea. In practice, however, guests need a generous amount of patience, especially during the high season, when ferries become a part of the everyday tourist choreography.

Hotel Preko Ugljan is not a stopover bolthole. It takes time to get here.

For individual guests, arriving on the island is part of the experience. Event organisers, though, will need to calculate this logistical challenge into the equation and solve it in advance. Yet, this “entry fee” oozes a sense of exclusivity. Hotel Preko Ugljan is not a stopover bolthole. It takes time to get here. Luckily, in the off-season, the experience is much more easygoing. Guests arriving by car will appreciate the relatively spacious hotel parking, albeit it has a fee. After zigzagging through the narrow island roads leading to the hotel, guests can certainly appreciate the voluminous parking lot. For less adept drivers, the roads can be quite stressful. We can only imagine the ordeal they need to endure during the high season. That is why the hotel’s e-bike rental is even more welcome. Given the island’s scale, short distances between outposts, and sensitive local ecosystem, traversing the island on two wheels is not only practical but also sensible. The essence of cycling on an island is not speed, but catching the right rhythm. Hotel Preko perfectly understands that rhythm.

The most salient architectural element might be what the architects did not erect but still incorporated: the views.

Hotel Preko Ugljan does not wish to clamour for attention with an architectural spectacle. While this may be an advantage, it is also a setback. The exterior is generic and follows a tried-and-tested formula of contemporary Mediterranean minimalism: bright facade hues, stone details, glass, wood and pure lines. Everything appears well thought out, refined and elegant, but lacks the singularity that would help make it stand out amidst the surroundings. The interior, too, plays it safe, evoking a slow, luxurious feeling. The materials, colour palette, and lighting are inviting and pleasant, but at times too predictable. This is not a luxury that vies for attention but an opulence that whispers – perhaps even too quietly. The most salient architectural element might be what the architects did not erect but still incorporated: the views. Sizable panoramic windows erase the boundary between interior and exterior, making the sea feel like part of the design. Without these jaw-dropping views, the story would be far less compelling. If we had to describe the design in a single word, we would say suitable. It has an aesthetic balance, but lacks the boldness, local character and unmistakable charm that guests would remember it for. Without views of Zadar, we wonder just how recognisable the hotel would be.

We must start at the reception desk, where we were greeted by a receptionist who embodies hospitality. She took time for us, listened to our requests, and told us the best-kept secrets that even Google or AI doesn’t know (yet). This creates added value that sets the service apart from experiences. The wellness staff was equally professional and outstanding. Their approach was professional, warm and discreet, exactly what befits a hotel of this calibre. The rest of the orchestra is not fully in tune yet. We did come across some individuals who truly stood out, but overall, the personnel seemed out of tune. Most of all, we were bothered by the passive approach – as if the staff preferred to observe the guests rather than approach proactively and help out. Our search for an organic form of authenticity that would make the guest feel the centre of attention was in vain. Yet, the shoots of future development are there.

Once the team is in sync and works like a well-oiled machine, the staff might become one of the hotel’s competitive advantages.

The cuisine follows the island’s spirit; it is unpretentious and firmly rooted in local ingredients: fresh fish, olive oil and seasonal produce. The menu is similar: intuitive, toned-down and free of unnecessary experiments. Tuna is the king of the menu here. We did expect more of the breakfast. To us, it felt too generic and lacked a clear story. Not one staff member offered additional à la carte dishes, which we expected in such a hotel. We were impressed by the “fritula”, a simple dish, but made with care. On the other hand, the stale eggs fell far from the standard a hotel like this should ensure. We felt as if the kitchen was still finding its balance. There is undoubtedly potential, but now it is up to the management to consistently develop it.

Hotel rooms

The oakwood and reinterpretation of Dalmatian “škure” (shutters) adorning the furniture pay homage to the local identity. This impression is not forced, but organically present in the room. The Mediterranean design feels convincing, imbuing the space with warmth that we often miss in chain hotels. The spacious terrace with sweeping city views is one of the hotel’s key wow moments. The terrace is not merely a fashionable addition, but an extension of the room that visually and functionally doubles it. If possible, we recommend choosing the room on the mezzanine floor. Immediate access to the pool and parking lot is a practical bonus that guests always appreciate.

The rooms consistently follow the hotel’s design philosophy: toned-down design, natural materials and maximal functionality.

In certain elements, Hilton’s DNA truly shines through. The high-quality wallpaper and textiles in gentle pastel tones evoke a sense of comfort and reliability. The abstract painting hung above the bed (albeit its author remains unnamed), and the cleverly placed, multi-level illumination adds another dimension to the room. The bathroom follows a more classic design and is perhaps more compact, yet still functional, with no major deviations from the Hilton standard. The rooms consistently follow the hotel’s design philosophy: toned-down design, natural materials and maximal functionality. The bed meets Hilton’s standards, ensuring a quality night’s rest. In the hospitality industry, this remains one of the key KPIs.

Meetings centre

Hotel Preko Ugljan does not compete with larger conference centres and rightfully so. Its logic is not to offer vast surfaces but to compete through exclusivity, a focused offering, and boutique size. The hotel boasts one event hall that can accommodate up to 50 attendees. Given its size and character, this seems completely sensible. In reality, Hotel Preko Ugljan is, above all, an incentive hotel, where the programme does not take place only behind four walls, but on the island, next to the sea, in the restaurant, on the terrace, and through experiences. We dare say that Terra Restaurant is more relevant for event organisers than the conference hall itself. In the restaurant, attendees can have those informal sessions that often carry the most weight. The hotel is best suited for executive meetings, board meetings, incentive programmes and smaller strategic sessions. This is a hotel for decision-makers, not event crowds. Its greatest advantage is not infrastructure, but atmosphere.

DESSERT – The extras

The hotel’s additional offerings are particularly tailored to smaller incentive groups. The wellness facilities, pool, access to the sea and a string of outdoor activities form a compelling base for experiencing the island holistically. Hotel Preko Ugljan does not hyperproduce content, and this gives it an edge over the competition. Activities naturally flow from morning activities to sea trips, culinary experiences, and relaxed seafront evenings. Above all, we were impressed by the feeling of spaciousness. Without traffic, noise or overcrowding, attendees feel as if the island were theirs. In today’s incentive world, this is one of the greatest luxuries.

FLOP – NEGATIVE SURPRISES

The greatest drawback of the hotel is inconsistent service from the staff. A part of the personnel appeared professional, self-assured, and in line with the brand’s standards. Others were far from meeting the chain standards. Although we must note that this is not yet the high season and that the team is still finding its footing, the management has a long way to go to improve the staff and their performance. In a hotel of this category, discerning guests quickly spot the difference between genuine, unfaked hospitality and adequate service without panache. The former creates experience, while the latter only administers it. Hence, service consistency will be paramount in the future if Hotel Preko Ugljan wishes to fulfil its promise of providing boutique island luxury. The hotel can take pride in its spectacular location and a convincing concept. Yet, ultimately, people make hospitality and transform a hotel into an experience. The hotel has room for improvement.

TOP – POSITIVE SURPRISES

In an era when countless hotels aim to impress with grand effects, Hotel Preko Ugljan bets on serenity, spaciousness and a sense of place. This is its trump card. For smaller incentive groups, executive meetings or strategic retreats, this atmosphere is more valuable than any other grand hall or cookie-cutter hotel programme. The hotel is not the centrepiece here; instead, it creates a setting in which a group can connect and focus on work.

SUSTAINABLE ENDEAVOURS

The EU Ecolabel at Hotel Preko is not merely a certificate proudly displayed at the reception desk, but a powerful signal that the hotel understands sustainability beyond mere marketing slogans. On an island, sustainability is not a choice, but a necessity. Natural resources cannot be exploited; they must be respected and used wisely. Partnering with local suppliers, thoughtfully integrating into the surroundings, using resources carefully, and respecting the sensitive island ecosystem are what make the hotel’s sustainability story credible. There is no moralising, loud or obnoxious story about “green practices”. Au contraire, the hotel adopted a quiet, almost implicit approach to sustainability.

The island remains the star of the story, with the hotel being only its respectful interpretation.

Most importantly, the hotel does not aim to be larger or more significant than the destination. The island remains the star of the story, with the hotel being only its respectful interpretation. Less-is-more is not a worn-out phrase here, but a modus vivendi.

CREATIVITY

The hotel’s true creative genius lies in understanding its role. The hotel is not a destination in and of itself, but a thoughtful bridge between the guest and the island. It does not rival the environment; it incorporates, interprets, and evolves it. For event organisers, this is a key difference. A hotel like this does not need excessive scenography, as the space itself offers plenty of breathtaking elements. Creativity is almost silent, unnoticed, but effective.

Hotel Preko Ugljan is not your run-of-the-mill chain hotel. Its design and character imbue it with a singular identity. Its greatest forte is neither size nor meeting halls, but location, tranquillity, vistas, and the overwhelming feeling of boutique-island exclusivity. We find it most convincing as an incentive hotel for smaller groups, executive and board meetings and strategic retreats. Even if it may not be the first pick for large-scale conferences, event organisers who aim to host events with a focus on the island destination and a serene atmosphere will look no further.

The hotel offers an enviable level of comfort, stunning views, and a great base for crisscrossing the island by bike or on foot.

Reaching the hotel demands more logistical planning, but it might be this “entrance fee” that evokes a sense of rarity. Once guests arrive, they feel as if they have arrived in a bespoke world, not another generic hotel. The hotel offers an enviable level of comfort, stunning views, and a great base for crisscrossing the island by bike or on foot. The hotels would be wise to improve service consistency and bolster the creativity of their gastronomy, especially breakfast. Price-wise, the hotel seems well-positioned given the location, ambience and incentive potential. It is far from perfect, but it is different, toned-down and promising. In a world of ever-increasing generic hotel luxury, this is its greatest pull.

FINAL GRADE: 4.89 THREE MEETING STARS⭐⭐⭐ Boutique 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