With over two decades of expertise in aviation and luxury tourism, Laura Protat is a leading force in creating exceptional travel experiences. As the owner of Discover Montenegro, Laura’s deep knowledge of strategic sales, marketing, and P&L management has led to outstanding customer satisfaction, revenue growth, and lasting partnerships.
Previously, Laura Protat was a helicopter captain with THC Saudi Arabia, serving in Saudi Arabia. Today, Laura Protat channels her passion into Discover Montenegro, curating bespoke luxury experiences designed to create lifelong memories for her discerning clientele.
A Journey Rooted in Excellence
Laura’s aviation and hospitality journey began at the age of 19 as a helicopter pilot in Italy but quickly gained extensive flying experience across West and Eastern Europe and then on to Saudi Arabia. Her career journey has also included senior management roles as Chief Commercial Officer at Airways Aviation Academy, where she honed her leadership and business acumen. In 2017, Laura took the helm of Discover Montenegro, leveraging her aviation expertise and experience as General Manager of Montenegro’s first helicopter operator in 2014.
Despite the personal challenges faced after the unexpected passing of her friend and business partner in 2023, Laura has continued to lead Discover Montenegro with resilience and dedication. Together with her team, she honours his legacy by driving the company’s growth and innovation in the luxury tourism space.
Discover Montenegro: Redefining Luxury Tourism
As Montenegro’s premier luxury destination management company, Discover Montenegro offers unparalleled, tailor-made services for high-profile clients seeking unforgettable experiences. Since its founding in 2014, the company has catered to some of the world’s most influential individuals, including Bill Gates, Robert De Niro, Rita Ora and Lewis Hamilton.
Laura Protat shares, “Celebrating our 10th anniversary this year, we have created extraordinary experiences for global entrepreneurs and A-list guests, showcasing the beauty and exclusivity of Montenegro.”
Discover Montenegro has also played a key role in shaping the country’s luxury tourism landscape. The company’s Founder was instrumental in the 2016 acquisition of Porto Montenegro by the Investment Corporation of Dubai and the launch of direct FlyDubai flights from Dubai to Tivat. These initiatives have solidified Montenegro as a premier destination for luxury travellers.
Looking ahead, Discover Montenegro is preparing to restart its helicopter operations in 2025, connecting key destinations across Croatia, Bosnia, Slovenia, Serbia, and Albania. The company’s luxury MICE division has also experienced tremendous growth, positioning it for further expansion.
Keys to Success in Luxury Tourism
Laura Protat attributes long-term success in luxury tourism to persistence in facing challenges, foresight and building trust-based relationships. “In luxury tourism, trust is the cornerstone. Our clients and agents often become personal friends and our relationships are built on mutual belief in each other, which drives long-term success,” Laura Protat explains.
Laura Protat further adds, “Luxury tourism is not about being expensive or exclusive for its own sake. It’s about understanding what makes our guests happy and helping to create moments they will remember for life. Our satisfaction comes from delivering experiences that leave a lasting emotional impact.”
Embracing Digital Transformation with a Personal Touch
While digital transformation is reshaping industries worldwide, Laura Protat emphasises the importance of maintaining personal relationships in luxury tourism. “Although digitalisation is crucial for operational efficiency, the personal touch—communication and relationships—remains the heart of what we do,” she says.
Advice for Aspiring Professionals
Laura’s career journey is an inspiration for those looking to enter the luxury tourism and aviation sectors. Her advice to beginners? Be authentic, think ahead, and always operate with openness and fairness. These values, Laura Protat believes, are the foundation for success in this highly demanding field.
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Find Discover Montenegro on LinkedIn and visit their website http://discovermontenegro.com/
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