Sharlopov Hotels: A renewed identity for a new era in hospitality

Sharlopov Hotels, the first private hotel chain in Bulgaria, is taking a significant step forward, introducing a new brand identity, updated websites and a modernized vision for each of its hotels. With this transformation, tradition meets modernity, and the sense of luxurious authenticity comes to life in a single visual concept combining elegance, warmth and prestige.

“I believe that hospitality is not just a service, but an art — the art of making people feel at home, wherever they are. Our goal has not changed and it is to create experiences that remain in the hearts of our guests. With the new identity and modern digital solutions, we are ushering in an even more exciting chapter in the history of Sharlopov Hotels.”
— Boyana Sharlopova

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Sharlopov is a symbol of Bulgarian hospitality

Sharlopov Hotels was founded more than 25 years ago with a clear brand mission — to offer luxury, comfort and Bulgarian hospitality on a world level. From the very beginning, the family chain has established itself as a pioneer in the industry, combining the country's rich traditions with an innovative approach to the tourist experience.

Today Sharlopov Hotels includes 5 exceptional hotels located in some of the most attractive tourist destinations in Bulgaria.

Hotels with soul and inspiration

The visual transformation of the entire hotel chain was realized by the Bulgarian design and strategy studio KICKFLIP, specialized in building brand identities and digital experiences.

Keeping with the brand's mission to create unforgettable memories that keep guests coming back again, the chain expresses the modern vision of a luxury experience. Guests are no longer just looking for a place to stay — they want emotion, a sense of belonging and a personal experience. The new look and modernized websites reinforce the brand's recognition, building it as the preferred choice for travelers who value high standard and authenticity.

The redefinition of brand identity begins with the vision of Sharlopov Hotels, which preserves the heritage and at the same time gives new life to the iconic crown in the logo — modern and clean, but just as majestic. It is a symbol of affordable luxury, personifying the promise that guests feel like kings or queens, enveloped in refinement and comfort.

In addition to the renewed vision of Sharlopov, each of the hotels in the chain receives individual branding, which emphasizes its uniqueness, while remaining part of the overall architecture of the brand. This strategy allows each site to stand out with its own style, while maintaining the general aesthetics and character that make Sharlopov Hotels recognizable and loved.

Grand Hotel Murgavets, Pamporovo

The new vision is a story of movement and balance, where an active lifestyle meets the comfort of the mountains. Its symbol the greatness of mountain ridges, favorite moments in the deep snow and the burning warmth of the fireplace after a day spent on the slopes.

Park Hotel Pirin, Sandanski

The new look speaks of the calm and balance gathered in the harmony of the trees. The lines do not remember the silence of the forest and the soothing sound of the water, where the body and mind find rest, and the mountains watch over everything around.

Spa Hotel Devin

The logo in inspired by the life-giving power of the spring and water, where each line is a new flow of energy and freshness, promising recovery and balance for body and spirit.

Grand Hotel Yantra, Veliko Tarnovo

The vision tells the story of protection and cultural depth, inspired by the greatness of Tarnovo and striving for the future. Curves that tell of belonging and respect for traditions, becoming a symbol of sustainability and connection with the centuries.

Complex Sozopolis

The concept visualizes an escape to tranquility, where the waves meet the shore, and the endless horizon promises us peace. Where the sun caresses us with its rays, the sea dances with the sand, telling about rest and carelessness, reminding of the moments when everything else fades and only the feeling of bliss remains.

Sophisticated but legible fonts have been selected that combine modern sound with classic elegance, symbolizing the spirit of Sharlopov Hotels. The colour palette combines shades of the interiors of each hotel with the natural elements around it - the fresh greenery of the forests, the purity of the mountain air, the calm of the sea waves and the warmth of the sun's rays - a reference to the variety of destinations in the chain.

New digital experiences

Along with the visual transformation, Sharlopov Hotels presents completely revamped websites designed to be more intuitive, convenient and inspiring.

Each hotel has its own website, but united under a consistent visual and navigational structure. The new digital platforms provide richer content, including ideas for activities in the area, tourist recommendations and personalized offers for each guest, as well as a digital version of all menus. The booking process is made easy, and the inspiring photographs and clean design contribute to the overall experience even before the guest steps into the hotel.

More than a visual change

The new vision is a reflection of the evolution of the brand, the striving for higher standards and the establishment of Sharlopov Hotels in both the Bulgarian and international tourist markets.

In addition to the work on the new identity and websites, Sharlopov Hotels implements large-scale renovations of rooms, renovation of facades and modernization of spa facilities in the hotels, as part of its long-term strategy to increase comfort and quality of service. And the pursuit of development continues — the family chain is constantly improving its services and amenities, building on what has been achieved in order to offer its guests the best.

Whether you are looking for a relaxing spa break, an adventure in the mountains, a summer vacation by the sea or a cozy weekend surrounded by history and culture, Sharlopov Hotels welcomes you with the feeling of “Home away from home” — and with experiences you never want to leave.

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