David Rapava: We want to create hospitality that is globally competitive but emotionally Georgian

Banks.am’s interview with David Rapava, CEO, Silk Hospitality

- Silk Hospitality has evolved from operating individual hotels to creating what you call “destination experiences” across Georgia. What drove this strategic shift, and how do you define a destination experience versus traditional hospitality?

- This shift came naturally because Georgia is not a destination where hospitality can be limited to a room or a lobby. The real value is in the full experience: food, wine, culture, music, landscape, people, and emotion.

For us, a destination experience means creating a reason to travel, not only a place to stay. In Tbilisi it may be architecture, restaurants, nightlife, and urban culture. In Tsinandali it is wine, music, history, and nature. In Batumi it is the sea, leisure, and entertainment.

Our goal is simple: hotels should not only host guests; they should reveal the destination.

- From your perspective, what makes Georgia’s hospitality landscape unique, and how is Silk Hospitality positioned within it?

- Georgia is unique because it combines ancient culture with modern energy. It has wine, cuisine, mountains, the sea, heritage, and a very strong tradition of genuine hospitality, all within a compact country.

Silk Hospitality is positioned at the meeting point of local identity and international standards. We are not trying to copy foreign models. We want to create hospitality that is globally competitive but emotionally Georgian.

- Do you think that Georgia and Armenia share similar tourism development trajectories in the post-Soviet space?

- Georgia and Armenia share many similarities: strong history, culture, cuisine, hospitality, and post-Soviet transformation. Both countries are rediscovering how to present themselves to the world.

At the same time, their strengths are different and complementary. Georgia has developed strongly around wine, lifestyle, the Black Sea, mountains, and urban hospitality. Armenia has exceptional heritage, cultural depth, and diaspora connections.

Together, they can create a stronger regional tourism story.

- Your portfolio spans very different geographies -  from urban Tbilisi and seaside Batumi to mountain Tusheti and wine country Tsinandali. How do you maintain brand coherence while serving such diverse destinations and traveler needs?

- For us, coherence does not mean making every property look the same. Georgia’s destinations are too different for that.

The common thread is our philosophy: authenticity, design, service quality, emotional connection, and a strong sense of place. In Tbilisi this may feel urban and social; in Tsinandali, cultural and refined; in Batumi, energetic and leisure-driven; in the mountains, quiet and authentic.

Same values, different expressions.

- What distinguishes a “lifestyle hotel” from a traditional luxury property, and why has this become central to your strategy?

- Traditional luxury is often about formality, materials, and service rituals. Lifestyle hospitality is more about atmosphere, design, food, music, culture, and social energy.

This is very important for us because Georgia is emotional, warm, and social by nature. A hotel here should not feel anonymous. It should be alive, connected to the city or destination, and attractive not only to hotel guests but also to locals.

Luxury today is not only about perfection. It is about identity and memory.

- Silk Hospitality offers “much more than accommodation” through restaurants, bars, wellness, and cultural programming. Can you walk us through a specific example of how these elements create a complete guest experience at one of your properties?

- Tsinandali Estate is a good example. A guest may arrive for a hotel stay, but the experience quickly becomes much broader.

They can enjoy the historical estate, gardens, Georgian wine, wellness, local cuisine, and during the festival period, world-class classical music. These elements are not separate; together they create one complete emotional journey.

The same applies at Telegraph in Tbilisi: history, design, restaurants, bars, and city energy all become part of the stay.

- Tsinandali Estate has positioned itself as both a hotel and a cultural destination with its music festival and historical significance. How do you balance commercial hospitality operations with cultural preservation and programming?

- Tsinandali is not just a hotel. It is part of Georgian cultural memory, so we have to treat it with responsibility.

For us, culture is not separate from business; it is the core of the experience. The festival, wine heritage, historical estate, and gardens all strengthen the property commercially, but they also protect its identity.

The goal is to make commercial success support preservation and cultural programming, not replace them.

- Armenian travelers have become increasingly significant visitors to Georgia. Which of your properties resonate most with Armenian guests, and do you tailor any experiences specifically for the Armenian market?

- Armenian travelers are very important for us because of the natural closeness between Armenia and Georgia. Many know Georgia well, so they appreciate quality, atmosphere, good food, design, and authentic experiences.

We see strong interest in Telegraph Hotel in Tbilisi, our Batumi leisure projects, and Tsinandali Estate for wine, culture, wellness, and weekend escapes.

For this market, we focus on food and beverage, family travel, wellness, premium short stays, and personalized experiences for repeat guests.

- The Telegraph hotel is your new “gem”. Is it popular among Armenian visitors?

- Yes, absolutely. Telegraph has quickly become one of the most interesting hotels in Tbilisi for regional travelers, including Armenians.

Its appeal is the combination of location, historic architecture, contemporary design, restaurants, bars, and atmosphere. It does not feel like a standard luxury hotel; it feels connected to Tbilisi.

We also see interest from younger travelers and creative professionals from Yerevan who come for weekends, dining, events, and social experiences.

- What’s your assessment of regional tourism cooperation in the South Caucasus? Many Armenian tour operators combine Georgia-Armenia itineraries — how does this influence your strategy?

- Regional cooperation is very important. Many international travelers see the South Caucasus as one broader journey rather than only one country.

Georgia and Armenia work very well together in combined itineraries culture, wine, food, heritage, nature, and city experiences. I see this as complementary, not competitive.

For Silk Hospitality, this means positioning our properties as key anchor points in regional routes: Tbilisi, Kakheti, Batumi, and beyond. A stronger South Caucasus tourism ecosystem benefits everyone.

Ara Tadevosyan spoke to David Rapava