From Slovenia's first eco-thermal spa with the new NaturHotel Snovik to a digital loyalty revolution.

In a world where tourism is often becoming a mass-market product, Terme Snovik, nestled in the heart of the Kamnik-Savinja Alps, is taking a completely different path. This year marks a major turning point: the opening of the sustainable NaturHotel Snovik 4*S, the first in Slovenia inspired by the Kneipp philosophy of healthy living.

This is more than just a four-star Superior hotel; it is a manifesto for sustainable timber construction and a deep connection with nature. However, the true magic lies "beneath the surface." At Terme Snovik, the team is building the loyalty program of the future. Instead of generic discounts, guests will have access to a smart digital ecosystem designed to elevate their user experience.

We spoke with Marija Komatar, who is transforming the spa's sales processes into a digital experience of the future, about how they successfully integrated ancient Kneipp wisdom into a highly advanced digital loyalty program. In her free time, she enjoys long walks and engaging books.

Ms. Komatar, you have been in tourism for 13 years—starting as a student and now leading the sales department where you are setting new standards. What is your greatest motivation on your career path?

My passion for hospitality stems from my very first steps in the industry. Even as a student, I felt that tourism truly fulfilled me—especially the dynamics, the contact with guests, and the creation of experiences. Today, leading the sales department, the experience gained over the years gives me invaluable perspective. I know every corner of the spa, from operational tasks to strategic decisions. This holistic view allows me to understand the needs of guests, colleagues, and partners, helping us design solutions that bring long-term value. My greatest motivation is the feeling that through my work, I help co-create the story of the spa, raising standards and ensuring guests return for our quality and genuine warmth.

You mentioned your passion for books. Can you recommend one to our readers?

My current "bible" that helps me stay focused in today’s fast-paced world is Jay Shetty’s Think Like a Monk. It is a book that every leader who wants to maintain a clear head should read.

From the beginning of our collaboration, you have stood out as a visionary who follows modern trends. This includes digitalization, which brings many changes to business operations. What led you and your team to decide on a radical overhaul of your loyalty program?

The era of simplified loyalty cards and mindless discounting is over. We wanted to take a step forward toward personalization. The digitalization we are implementing allows us, for the first time, to systematically monitor our guests' habits. Our goal is clear: we do not reward everyone equally. Those who are most loyal deserve even more attention—not just in the form of discounts, but through special experiences, exclusive content, and attention that reflects their personal interests. It is a digital transformation with a human face; technology allows us to see guests as individuals, not numbers.

In Snovik, you pay a lot of attention to the 19th-century Kneipp philosophy. How do you manage to "sell" this ancient method to a modern digital nomad?

The Kneipp philosophy is based on five pillars: water, movement, nutrition, herbs, and a balanced lifestyle. In reality, it is one of the oldest forms of what we now call "biohacking." At Snovik, we don’t just offer thermal water; we offer prevention—a way for people to return to the basics that are proven to strengthen health and immunity. In a modern world where we are all exposed to burnout and constant stimuli, guests seek the opportunity to reconnect with themselves. We offer an environment where they can truly "unplug." We use digital tools only where they facilitate this disconnection—making the experience as fluid, intuitive, and frictionless as possible. In this way, an ancient method becomes extremely relevant even for the modern digital nomad.

NaturHotel Snovik will be one of the biggest acquisitions for Slovenian tourism this year. Can you tell us more about this hotel, which is "more than just another hotel"?

The hotel, built with a timber structure, will reflect the five pillars of Kneipp's philosophy at every step. When you enter, you immediately feel the difference in the air, the energy, and the sense of calm. Each room is designed to extend onto a spacious balcony, offering immediate contact with the forest that embraces the entire complex.

The hotel will offer 72 rooms and a conference center for up to 360 people, which is key for the development of business tourism. This will be a space where high-tech conference room technology meets the tranquility of the forest, allowing participants to literally "breathe differently." We open our doors in June, and reservations from foreign markets already confirm that people are looking for exactly this: genuine contact with nature without compromising on comfort and quality.

Companies today often struggle to find the right location for their events—one that reflects their values. What do you offer the MICE (Meetings, Incentives, Conferences, and Exhibitions) segment?

We offer freshness and the EU Ecolabel sustainability certificate, which we were the first in Slovenia to obtain back in 2008. Companies don’t just get a hall here; they get an environment that holds the team together. In Ljubljana, people disperse after a conference; here, they stay by the fire, by the forest, or in the pools. These are the moments where real team building happens. We are energy self-sufficient, using biomass and heat pumps for heating—companies that come to us are directly supporting the green transition. At the same time, we naturally offer the latest services in the field of digitalization.

Marija, finally, you wanted to share a message with our readers—especially those who want to get a closer look at your new digital loyalty program in the heart of nature?

I am delighted to invite you to become part of our new digital story. Join our loyalty club, which we are building specifically for you. As a special welcome, we have prepared a code for a 15% discount on your first ticket for all Digital Disruptor readers. Come to Snovik, put down your phone, and treat yourself to relaxation in the midst of pristine nature.

Code SOS15: Valid until February 6, 2026.