Situated in a beautifully restored Georgian townhouse in Birmingham, Baloci is a boutique hotel that offers an immersive journey through its six uniquely themed suites and vibrant dining experiences. It was great to interview the hotel's General Manager Aleksandar, we gained an insight into the runnings of the unique boutique hotel, the design process behind it, his approach to creating exceptional guest experiences and more about his experience within hospitality. 

Tell us about yourself and your experience in the hospitality industry. 

I come from Macedonia, a small country in the Balkans very well known for its hospitality as well. I started my career very young, starting from a bar background and working my way up through my career. I graduated from the University of Tourism and Management in Skopje. Back in 2014, looking to pursue my career I left Macedonia and went to Dubai, where I worked on 2 amazing hotel preopenings, The 1st St. Regis Hotel in Dubai and then Jumeirah Al Naseem, another 5* luxury resort just next to Burj Al Arab. After Dubai I joined the cruise ships as a Dining and Beverage Manager to then go to Kuwait as an Operations Manager for a small but expanding restaurant group. Last, in March 2023 I came to England – at my great pleasure to become the General Manager for this beautiful gem of hotel called Baloci!  

What made you choose to pursue a career in hospitality? 

My mum back home used to have a bakery, and it was just near my school. During every school break, I’d go there to steal some of the pastries – yeah, guilty! I’d sneak in for a treat, and I’d see the customers coming in. It was a local bakery, so people would come, chat, know each other's names, share how they were doing, and they got to know me too. 

I think that’s where my love for hospitality really began – just seeing people happy, all the smiles, the conversations. It gives you this sense that your part of a community you genuinely want to belong to. 

I would say it's fun, the interaction with people, getting to know different cultures through the food and beverages—but also, stealing guests’ smiles and being a big part, if not completely providing them with the time of their lives and moments or experiences they’ll always remember. 

What piece of advice would you give someone looking to start a career in the hotel sector? 

The hospitality experience is different than any other, it is not just a job, but a way one lives. Hospitality is a passion, it is in your blood, you are born with it. If someone is confident that that is what they want to pursue as a career and they have what they need I would say to go for it. Stay true to themselves and be patient. Get over the bad days, we all have them, and remember that you’ve been the reason for someone’s smile every single day at work! 

What does a great customer experience look like at Baloci, and what makes it unique to other boutique hotels?  

Baloci is unique because it shows a culture and tells a story from a part of the world that’s still very unfamiliar to many people in England, Europe, or even the wider Western world. It’s not just a place to stay or grab a meal – Baloci offers an experience. What sets us apart is that we tell a story with every sip, every bite, and every moment spent, whether that's in one of our guest rooms, our dining area, or at the bar. Every detail matters. No matter what you choose, whether it’s a stay, a dinner, or just a drink, there’s a deeper narrative being shared. Delivering that experience to every guest who walks through our doors is what we strive for. It’s about offering not just hospitality, but a sense of connection to something rich, meaningful, and memorable. 

How do you stay updated on evolving guest expectations and trends in the hospitality industry? 

I’d say it’s a mixture of several platforms. Social media is always accessible, and magazines help too. But networking, guest feedback, and even traveling can really show you where the world stands and where trends are headed. I find LinkedIn particularly practical, it’s useful not only for staying on top of industry trends, but also for accessing actual data and analysis that highlight how expectations evolve over time. 

A lot of insight also comes from building a strong network of like-minded professionals sharing knowledge, experiences, and even guest feedback. Since I joined here, I haven’t attended networking events yet, but in my previous roles, I went to many, especially food and beverage events, product launches, or promotions. These are great opportunities to have meaningful, constructive conversations and connect with others in the industry. 

The theme for Independent Hotel Show this October is ‘Redefining Luxury’ how do you think Baloci redefines luxury with its offering for guests?  

As a boutique hotel we redefine luxury through offering our guests a journey. I believe that our story behind the hotel and unique guest experience is in a way ‘Redefining Luxury’. Alongside this, our top-notch amenities, technology, Michelin Guide restaurant and award-winning drinks within our bar also enables us to provide a luxury experience.  

Would you recommend any products or services to other hoteliers that you’ve implemented that have been transformative to your hotel, and why? 

I wouldn’t be able to specify much, as every hotel has its own identity and target audience but being able to identify that and anticipate the needs of your guests, and with that providing the right services and products is vital.  

We have 6 rooms, all different and unique to each other. All telling a different story from a different time. The colours, the artwork, the scents, all of it carefully thought through and selected, with every detail covered.  

In that order a collaboration with the right people or businesses plays a good role in it. Our most recent collaboration with Spirits of Anarchy, for example, elevated our drinks offering and added a value to what we stand as a company and what we promise to deliver as a product. 

Could you tell us more about the food and beverage offerings at your Michelin Guide restaurant? What sets them apart?  

We got into the Michelin Guide on January 8th, which was the exact anniversary of when we first opened the restaurant to the public. So, it was a great surprise and a double celebration on the day. 

What sets us apart from other places in terms of food and drink is the storytelling behind it all. Like I mentioned before, the food has a narrative. Beyond our à la carte menu, which reflects various parts of the world and different cultural concepts, we also offer a tasting experience called the Silk Route Five-Course Tasting Menu. Each course is carefully selected to represent different regions along the Silk Route, and guests really love it. Every dish brings a new flavour, a new culture, a new story. 

Everything we do here is fresh. We cook à la minute, source our ingredients locally to ensure the highest quality, and our cocktails are made to order—there’s no batching or shortcuts. It’s all crafted with intention. That commitment to freshness, creativity, and storytelling across our entire food and beverage offering is, I believe, what truly sets us apart and ultimately played a big part in earning our place in the Michelin Guide. 

Baloci has a unique design concept, where did you find inspiration for the design of the hotel?  

I was not part of creating the concept of the hotel, that was all done by Mr. Faheem Badur, the owner. Being born in Afghanistan, which is part of the Persian area, coming from a carpet making family and living and travelling through different countries is what I believe to be the inspiration for the hotel. The idea was to showcase the Baloci hospitality at its best, it’s rich culture and history and their delicious food offerings.  

We are looking forward to bringing the community together again at Independent Hotel Show 2025 on 6-7 October, add the dates to your diary and join us there.