BTL Hospitality has appointed Florian Heiner as General Manager of BTL Collection Hotels & Preference Hualing Tbilisi and Director of Operations Overseas.
Florian Heiner brings more than 30 years of international hospitality experience, including senior leadership roles at Hilton, Marriott, IHG, Radisson and Kempinski across Europe, the US and Asia-Pacific and China. He holds an International Executive MBA from Rutgers Business School.
In this interview with GEORGIA TODAY, he speaks about Georgia’s hospitality potential, Tbilisi’s global positioning, and challenges facing the sector.
What attracted you to the Georgian market at this stage of your career?
I have spent most of my career working in global and emerging markets in culturally diverse geographies, managing and leading international and APAC-regional hotel groups, premier and upscale luxury in world leading urban destinations such Berlin, New York City, Davos Singapore, Bangkok, Brisbane and Shanghai.
My vision has always been forward looking: I go where the growth is; where the energy and ambition are rising fast; where global attention is shifting; and where experience can help to shape a market’s future.
I have often worked in what I call “emergency growth” markets: places transforming quickly, where decisions, standards and teams can change the trajectory of a city. I have seen this pattern before, and I know what it takes to guide it.
Tbilisi feels like that again. The city is growing, international attention is increasing, and Georgia is moving toward greater global visibility. I felt something similar when I first arrived in Shanghai in the early 2000s.
Tbilisi’s location between Europe and Asia and the Middle East is not just geographic: it defines its hospitality dynamics. I have spent over 30 years working across both regions, managing multicultural teams and high-level international guests, including diplomatic delegations, and heads of state and celebrities.
What matters most to me now is not only running hotels successfully , but contributing to something lasting: developing people, improving standards and leaving a positive impact on the industry.
How do you assess Tbilisi’s position in the global upscale hospitality landscape?
Tbilisi has a rare advantage: it is genuinely itself. Today’s travelers are increasingly looking for authentic experiences, and Tbilisi delivers that naturally.
The city serves three traveler segments at once. European, Asian and Middle Eastern demographics come for culture, cuisine, wine and history. Business and conference travelers come for accessibility, connectivity and its strategic geographic position between Europe, Asia, and the Middle East.
Very few destinations combine such cultural depth and business relevance in this way.
What gaps do you see in Georgia’s high-end hospitality sector?
The strength of Georgia is its natural hospitality culture. The gap is not in attitude, but in structured professional training and development.
In China, I focused on Revenue Yield Management and culinary training programs, including inspiring internal academies and partnerships with industry experts and Michelin-star chefs.
Georgia is at a similar stage, and the solution is structured training and inspiring international exposure and expertise.
Across the international hotel management groups in Shanghai where I managed properties and teams, we consistently sought to achieve the highest staff satisfaction scores globally because we made a serious investment in our people.The same approach works anywhere. Energised and inspired teams create exceptional guest satisfaction, which leads to strong financial performance and delivers the profitable results needed to exceed stakeholders’ expected return on investment (ROI).
How do geopolitical and regional dynamics affect hotel demand in Georgia?
Georgia benefits from its strategic hub between Europe, Asia and the Middle East, and the One Belt One Road Initiative.
Continued investment in connectivity, including more direct flights and improved regional access, will attract further investment and determine how much global demand the country can capture. At the highest level of international hospitality operations, events such as large scale summits or global economic forums, have a significant impact on logistics and demand.
Diversification of visitor demographics, including Europe, Asia and Middle East and long-haul destinations, is a strong and stabilizing factor for Georgia’s tourism sector.
How attractive is Georgia’s hospitality sector for investors?
For investors, the timing remains highly favorable. Georgia offers a business-friendly environment, including an attractive tax regime for entrepreneurs and investors. Combined with its strategic geographic location and strong tourism growth potential, these advantages create compelling opportunities for investment.
What is needed to attract more international hotel brands?
The most important factor is expanding air connectivity. International hotel brands follow direct access from key source markets.
A key priority should be the development of MICE (Meetings, Incentives, Conferences and Exhibitions) infrastructure. Large-scale, flexible venues, supported by high-quality, competitively positioned hotels in strategic locations, are essential for attracting the global corporate and diplomatic markets.
Effective collaboration between the government and the private sector is essential to build this ecosystem successfully.
What makes BTL Collection Hotels & Preference Hualing Tbilisi distinct?
BTL Hospitality was founded in 2012 and has grown into a leading international hotel and cultural tourism management group, building a strong presence across China while continuing to expand throughout the Middle East, Japan, the Asia-Pacific region, and the wider Caucasus.
Through our flagship property in Georgia, BTL remains committed to creating culturally enriched hospitality experiences that meet the evolving expectations of global travellers, discerning leisure and corporate guests, and international conference delegates.
Our philosophy, “Bring the Legend,” is reflected throughout BTL Collection Hotels & Preference Hualing Tbilisi. We have brought together Chinese cultural heritage, Georgian hospitality traditions, and timeless European elegance to create a truly distinctive destination. From the architecture and interior design to the culinary experiences and personalised service, every detail has been thoughtfully considered to create an atmosphere of sophistication, authenticity, and warmth.
The result is a hotel where cultures naturally come together and where guests experience genuine hospitality through meaningful attention to detail at every touchpoint.
The hotel has also earned a strong reputation for its elegant ambience and outstanding wellness facilities.
Our 3,500-square-metre wellness and recreation centre includes an Olympic-size swimming pool, Jacuzzi, saunas, steam rooms, state-of-the-art fitness facilities, and a dedicated boxing studio, offering guests and members an ideal place to relax, recharge, and maintain a healthy lifestyle.
We are also proud to be one of Georgia’s leading business and MICE (Meetings, Incentives, Conferences and Exhibitions) destinations. Conveniently located between Tbilisi International Airport and the city center, the hotel is only around fifteen minutes from both, making it an ideal venue for international conferences, corporate events, and executive retreats.
Our location on the shores of the Tbilisi Sea offers something quite unique. Surrounded by fresh air, vineyards, rolling hills, and high-quality residential developments, it provides a peaceful yet inspiring setting for both business and leisure travellers.
Another feature that sets us apart is ENSEMBLE, the only authentic Chinese fine-dining restaurant within a hotel in Georgia. Guests can enjoy an exceptional journey through China’s regional cuisines, from Cantonese and Sichuan to Xinjiang specialities, with elegant private dining rooms providing an ideal setting for business dinners and special occasions.
What truly makes BTL Collection Hotels & Preference Hualing Tbilisi different, however, is the way we have brought Chinese and Georgian cultures together under one roof. From authentic Chinese cuisine and Georgia’s centuries-old winemaking traditions to carefully curated design and cultural influences, guests enjoy an experience that is genuinely unique in this region.
While our location, conference facilities, and wellness offerings are all important strengths, I believe our greatest asset is our people. A culture of genuine care, hospitality, and an unwavering commitment to guest satisfaction defines everything we do. It is our team that transforms excellent facilities into memorable experiences.
At BTL Collection Hotels & Preference Hualing Tbilisi, we want every guest to leave with more than memories of a luxury hotel. We want them to experience a destination where culture, elegance, wellness, and heartfelt hospitality come together in a way that inspires them to return.
What kind of guest experience are you aiming to create?
We are about creating authentic connections with a strategic destination, embracing its unique character, and delivering experiences that resonate long after the journey has ended.
For us, luxury is not defined by facilities alone. True luxury lies in having the time and space to fully immerse oneself in a thoughtfully curated environment: one where every detail is considered, every touchpoint is personalized, and every experience is meaningful and memorable.
At the heart of these experiences are our team members. They are the true ambassadors of our hospitality, bringing our vision to life through genuine care, attention to details, and dedication. Through their warmth, professionalism, and commitment to excellence, they create lasting impressions for our guests, whether they are visiting for leisure or business.
Ultimately, it is people who transform exceptional places into extraordinary experiences, delivering the warm and gracious hospitality that defines our destination and welcomes visitors from around the world.
What infrastructure or policy improvements are needed?
Three priorities stand out: large-scale flexible conference infrastructure, improved transport and logistics connectivity, and easier visa processes combined with stronger public versus private co-operations.
These are essential for building a competitive international MICE destination.
What is a common misconception about Georgia?
The biggest misconception is that Georgia is still an underdeveloped destination.
In reality it is emerging, as it has deep cultural heritage, including one of the world’s oldest winemaking traditions, a unique alphabet, and a strong UNESCO-recognized identity.
Many visitors arrive with modest expectations and leave surprised by Georgia’s depth and lifestyle offerings.
If you could change one thing in the hospitality sector?
I would accelerate investment in people. A national hospitality excellence program linking schools, international brands and government would significantly strengthen the industry.
This includes structured training, international exchange programs, and clear guidance for the young generation, offering attractive career development pathways.
Interview by Lana Kokaia
