2025

Ilia Gugenishvili; Levan Gugenishvili

This case study investigates the marketing dilemma faced by the SlopeSide Hotel & Spa located in Gudauri, Georgia. Given that a majority of the hotel’s guests are from Russia, a challenge has arisen amid the historical and geopolitical tensions between Georgia and Russia. The challenge revolves around whether to target the local Georgian market, focus on the substantial Russian clientele, or cast a wider net for other visitors. Navigating the complexity of geopolitics and business requires a delicate approach from the hotel’s marketing manager, who must strike the right balance between catering to local sensitivities and maintaining international appeal. The resolution has implications for the hotel’s brand image, customer relationships, and overall survival in the dynamic and challenging landscape of the Gudauri hospitality industry.