Positioned as a ‘Love Brand’ - The opposite of love is not hate, rather it is indifference, as American author Elie Wiesel once wrote. In today's market, which has so many hotels, guesthouses, youth hostels, bed and & breakfasts, and Airbnb apartments, a tourist product has to be able to awaken «love» – for a long relationship or at least for a short, hot affair, where plenty of money is spent. However we only love what is relevant to us personally, what moves our heart or has something to do with our very own passions and interests. Everything else is somewhat indifferent to us.