Not only have I had an excellent working relationship with Johana for years, but she is also a good friend of mine. I wanted to give those interested in the world of travel a behind-the-scenes look at the excellent work she does. She has been in the travel industry for more than 15 years, and she says it is not just her profession – it is her life-long passion. For the past four years, she has been working in the luxury travel segment, which is an incredibly exciting and competitive area of our business. Her current role as Director of Sales for the Central and Eastern Europe region at Atmosphere Hotels & Resorts – with a focus on The OZEN Collection in the Maldives – allows her to combine her deep industry experience with her love for people, cultures, and authentic travel experiences. Before joining Atmosphere, she worked for the Czech Tourist Board, Airbnb, and other luxury resorts in the Indian Ocean. These roles shaped her understanding of what “luxury” truly means: not gold-plated objects or extravagance, but the art of creating authentic, personalised experiences that leave a lasting emotional imprint on a guest. A guest will remember the feeling they had – the warm welcome, the thoughtfulness, the sense of being truly seen – far longer than they will remember a perfectly polished champagne flute.
What is important and outstanding in hotel representation and management work, and what skills does it require?
In hotel representation – especially in the luxury segment – the key is authenticity, relationship-building, and adaptability. You must truly understand your product, but more importantly, you must understand your partners and your markets. The Central and Eastern European region is wonderfully diverse, and what works in one country may not work across the border. That’s why I believe the art of listening is one of the most important skills in our profession.
Our job is not just about selling rooms – it’s about creating trust, customising strategies for each market, and ensuring that the experience promised is the experience delivered. At Atmosphere, our “Joy of Giving” philosophy applies not only to our guests but also to our colleagues. We work in an environment of good energy, mutual respect, and creativity, and this spirit is felt in every interaction. It’s a people’s business – and people feel the difference when there is genuine care behind the brand.
Why is it more exciting than any other job in the tourism world?
Because no two days are the same. One moment you are negotiating a long-term partnership, the next you are brainstorming new campaign ideas, and the day after you might be on a plane to meet partners in person. The pace is fast, the competition is fierce, but if you love travel, meeting new people, and constantly learning – it’s an endless source of inspiration.
For me personally, being in luxury hospitality is exciting because of the challenge: our guests have high expectations, the market changes rapidly, and the only way to stand out is to deliver something deeply personal and meaningful. That human element – the smile, the genuine conversation, the thoughtful touch – is what turns a great stay into an unforgettable memory.
What are the challenges of this work?
There is a lot of travel, which can be demanding, and you need to stay continuously informed about many factors: socio-economic changes, political developments, shifts in consumer behaviour, and even climate or airline trends that can influence travel decisions. You also need to constantly innovate, because the luxury travel sector is competitive and guests’ expectations are always evolving.
But these challenges are also opportunities. They push you to stay agile, think creatively, and work even more closely with your team and partners. I am fortunate to be surrounded by incredibly dedicated colleagues at Atmosphere who truly embody our brand values – that’s our “engine” in the competitive pool.
Why is it special to do it in the Middle and Eastern European countries?
I feel very lucky to represent the CEE region because I was born in Prague, Czech Republic, and I understand the cultural nuances that connect our countries: openness, loyalty, a passion for travel, and a preference for long-term relationships built on trust. In our markets, partnerships often grow into friendships – it’s not just about numbers and production.
The CEE region is full of travellers who are curious, adventurous, and increasingly appreciative of personalised luxury experiences. Working here means understanding these travellers on a deeper level and translating that into tailor-made strategies that resonate with them.
