PRESS RELEASE: Brioni Hotels Expands Portfolio with Exclusive Villa Residences

Luxury brand expands into Croatia with the takeover of the Plant Villas on the island of Pag.

Plant Villas on the island of Pag, Croatia

Zurich, 29 April 2025: Luxury brand Grand Metropolitan Hotels expands into Croatia with the takeover of the Plant Villas on the island of Pag.

With this addition, Grand Metropolitan Hotels continues its consistent path of international growth. The luxurious villas will now operate under the Brioni Hotels brand – a premium label within the Grand Metropolitan Hotels portfolio, renowned for bespoke experiences, uncompromising quality, and the highest standards of service.

Nestled within expansive fields of everlasting flowers, the Plant Villas offer a sanctuary for discerning guests seeking tranquility, a deep connection to nature, and utmost exclusivity. The sweeping views extend across the Adriatic Sea to the islands of Cres, Lošinj, and Silba, as well as the impressive Velebit mountain range.

“The villas are designed not only to impress with their outstanding architecture but also to harness the healing power of the surrounding nature. The essential oils of the immortelle – more precisely, the Italian strawflower – create a unique and holistic aromatherapy experience,” explains Martin R. Smura, Founder and Chairman of Grand Metropolitan Hotels.

By integrating the Plant Villas into the Brioni portfolio, Grand Metropolitan Hotels has created another exclusive retreat for guests who value individuality and luxury.

Brioni Hotels: Tailored Luxury for the Most Discerning Guests

Brioni Hotels represents a meticulously curated collection of extraordinary residences in some of the world’s most coveted destinations. Each property is a statement of style, comfort, and refinement.

“Designed to be as unique as the guests themselves. From the very first moment, absolute privacy takes center stage – paired with our promise that no request is ever too big or too small,” adds Martin R. Smura.

The brand also arranges discreet and luxurious transfers – whether by private chauffeur, limousine, or helicopter. Private top-tier chefs create gourmet menus, healthy breakfasts, and curated tastings tailored to each guest’s preferences.

In-villa services also include personal training by the pool and exclusive wellness programs. Security and discretion are paramount: personal protection, secure transfers, and individually tailored security concepts are a given.

Brioni Hotels embraces a holistic approach to luxury, where perfection lies in the details. Whether it’s last-minute shopping, elegant event planning, or fulfilling the most exceptional requests – the Brioni team ensures seamless execution at the highest level.