In modern Montenegro, where tourism is developing at an incredible speed, there are few women who have managed to create a brand with their work that is recognized beyond the country's borders. One of them is Danijela Joketić, owner of the prestigious Come on hotela, an entrepreneur whose career path is a combination of style, serious business strategy and unwavering commitment to quality. When you talk to her, it quickly becomes clear that Forza is more than a hotel – it is a work philosophy in which luxury is combined with the warmth of home, and professionalism with sincere care for each guest. Danijela belongs to that rare group of female leaders who do not make a fuss about success, but build it quietly, consistently and with immense respect for the work they do. That is why the story of the Forza hotel – and of Danijela – is a story of female leadership that creates standards, not follows them.
On the old stone streets of Kotor, where every corner carries the scent of the past and the sound of the footsteps of tourists from all over the world, Danijela and Milo Joketić wrote their quiet, persistent and inspiring story. Their pastry shop, in the heart of the Old Town, has been for years not only a favorite place for locals and travelers, but also a symbol of taste, quality and hospitality. Behind every cake, every smile at the counter, there were hours of work, days without rest and an unwavering vision - that success is not built in a hurry but with heart, hands and patience. Today, Danijela and Milo are behind two exceptional hotels and several renowned catering establishments that, with their authenticity and standards, make Kotor, Tivat and Montenegro places with soul and style. Their success is not the product of a trend - it is the result of many years of work, mutual trust and a family philosophy that has never compromised when it comes to quality and respect for each guest. Their story is not just a story of entrepreneurship – it is also a lesson in how a small shop on a cobblestone street can grow into a name that is spoken with admiration throughout the region, and the world. It is the story of the Kotor we love and the people who make it special.
Danijela, how did the story with Forza Hotel begin? What inspired you to create your own hotel brand?
Our story began in the Old Town of Kotor, where we had our first luxury apartments. Our guests were world travelers and business people, which gave us the wind at our back and confirmed that we could create a top-notch experience. After selling those apartments, we bought a house and decided to build a small boutique hotel, because the Old Town did not have the conditions for such a project, so we had to build in another location. At that time, Montenegro did not have any serious boutique hotels categorized with five stars – after Villa Montenegro, our hotel was the first to receive that category. That is how Forza Mare was born, out of the desire to create an authentic, domestic hotel brand of top quality.
When you look back today, what was the defining moment that showed you that you chose the right path in tourism and hospitality?
It was the moment when both the son and daughter joined the family story. The brand was already recognized, but their arrival gave new energy and vision. The son after a sports career in water polo, and the daughter after completing hotel management school in Switzerland – both returned and began to actively contribute to the development of the business. Today, together we run and build on what we have built for years. The family, but also our employees who have been with us since day one, remain the key to our success.
Your hotel stands out for its sophistication, details and warm atmosphere. How would you describe the philosophy of Forza – what is it that guests recognize as your signature?
The Forza philosophy is based on a combination of tradition and genuine hospitality – it is a place where elegance, top-notch service and an authentic destination experience go hand in hand. Over the years, our hotels have become recognizable for their attention to every detail and a warm atmosphere that makes guests feel at home, no matter where they come from. Today, Forza Group is synonymous with boutique luxury in the Mediterranean, as confirmed by numerous international awards and appearances in prestigious global publications. However, our success is not a product of a trend. It is the result of many years of work, family trust and a philosophy that has never compromised when it comes to quality and respect for each guest. Our story is a family journey – guided by experiences from traveling around the world and the vision of strength, Forza, in every aspect of life. It is this vision that has guided us towards creating a unique hotel and catering offer in Montenegro, an offer with true five stars. In the end, what guests recognize most as our signature is consistency, sincerity and the feeling that they really matter. Their loyalty and repeat visits are the best confirmation that the Forza team is on the right track.
The hotel business requires a strong team. How do you choose the people who are behind the Forza Hotel experience today and what do you consider to be a key component of good leadership?
The hotel business is unthinkable without a strong and dedicated team. At Forza, we choose people who share our values: professionalism, responsibility, kindness and sincere respect for the guest. For me, it is crucial that everyone who becomes part of our team has both the knowledge and the heart for this job – because true luxury is most felt through the relationship we create with our guests. For years, we have had a wonderful and successful cooperation with “our Filipinos” and people from different meridians, who have become an integral part of our family story. They have brought a special energy, work ethic and warmth that perfectly complements our philosophy. When it comes to leadership, I believe that a good leader must first and foremost be an example – in work, in patience, in respect. A leader does not lead by command, but with trust, support and a willingness to always be there for their team. When people feel that they are valued and that they work in an environment where knowledge and effort are respected, then the Forza experience can be superb at every level.
How do you balance your private life and entrepreneurship, especially in a sector that requires constant availability and determination?
Honestly, the balance is never perfect. In our industry, there is always something going on and it is difficult to completely “switch off”. But I have learned that rest is just as important as work. I am surrounded by people I trust and who take on some of the burden, and that is the only way to stay motivated and determined in the long run. And I protect my private life because there must be enough time left for my grandchildren, who I love to spend time with the most.
As a successful woman in the business world, what prejudices or misunderstandings have you encountered most often – and how have you overcome them?
Most often, it was an underestimation of the seriousness, responsibility, and dedication that women bring to their work. Sometimes it is assumed that we will “give in”, accept superficial solutions, or agree to have something done quickly instead of with quality. And the truth is exactly the opposite. In our business environment, it often happens that people do things quickly, without sufficient attention and responsibility. This is something that we do not accept in our company. Quality must not be a compromise. That is why I am always happy to step in when needed, give a suggestion, or help direct things in the right direction – the one that is best and most efficient in the long run. I believe that professionalism means patience, perseverance, and attention to detail. It is with these principles that I have overcome all prejudices and built a result that speaks for itself.
Forza Hotel carries a recognizable image of luxury. What does luxury mean to you personally – and how do you define it in the context of modern tourism?
For me, luxury today is much more than designer rooms, expensive materials or top-notch restaurants. All of that is important – but it is not the essence. True luxury is what a guest takes away from a hotel: emotions, a sense of attention, warmth and belonging. In modern tourism, luxury is not measured by the number of stars, but by moments that remain in the memory. It is that feeling that makes a guest genuinely feel seen, important and welcome. It is precisely this emotion, this unobtrusive but deep value, that encourages them to return again. For Forza Hotel, luxury is therefore an experience – truly personalized, warm and authentic. Luxury is a guest who returns again. Everything else is just decor.
Montenegro is rapidly developing as a destination. Where do you see the biggest challenges and where are the most significant opportunities in the next five years?
We have been talking about the challenges for a decade – and they are, unfortunately, well known. Infrastructure remains the biggest problem: from airports, to roads, to border crossings. There is also the issue of the cleanliness of the destination, which directly affects the perception of Montenegro as a tidy and quality tourist country. The workforce is also an increasing challenge and requires a serious, strategic approach. But despite this, the opportunities for the next five years are enormous. Montenegro has ideal prerequisites for the development of eco-tourism, boutique concepts and new sustainable resorts. Joining the EU could additionally open up space for new investments, both in tourism and in other industries, which means a greater influx of capital, knowledge and people. In short, the challenges are clear – but the opportunities are equally great. It all depends on how fast, responsible and visionary we will be in their implementation.
Is there a project, collaboration, or new idea that you plan to implement through Forza – something that has yet to surprise guests and the market?
Yes, a new project is planned to be implemented in the next two years in the Bay itself. It is an impressive building that will be completely renovated and which, I believe, will bring a new shine to both the Bay and Montenegro. It will be something different, special and truly impressive – a project that will surprise both guests and the market in the best way.
What would be your message to young women today who want to enter entrepreneurship, especially in tourism and hospitality?
First of all – to arm themselves with patience. It is important that they really possess knowledge in the field they want to work in, but also to have a clear strategy for developing their business. Tourism and hospitality are demanding, but also extremely inspiring sectors – and those who truly love what they do succeed in them.
Take matters into your own hands. This is a huge benefit, especially for those who wonder if they can and are ready. It is always better to try and possibly fail than to spend your whole life regretting a chance you didn't take. A brave decision is always the first step towards success.
(Forza Hotels)
