media about us

Where to go for a weekend in autumn?

It’s official: the energetic days of summer are coming to an end, making way for the nostalgic beauty of autumn. This is the perfect time to plan a weekend getaway to the Pieniny Mountains, when the weather invites you to enjoy long walks in the mountains and the evenings are made for blissful relaxation. Today, we’re answering two key questions that come up when planning the perfect autumn getaway for couples: where to stay and what to do?

Luxury accommodation in the mountains for couples

We don’t believe in the idea that accommodation in the mountains is simply a place to sleep. Your room can transform the entire character of your trip, provide a sense of comfort and security, and offer a peaceful retreat after a day filled with adventures. Especially in autumn, it becomes an oasis you’ll genuinely look forward to returning to. Wanda Luxury Boutique Hotel is an adults-only destination and a unique building that combines the elegance of interwar architecture with distinctive Art Deco elements. It is beloved by Guests for whom comfort alone is not enough and who are looking for an exceptional, luxurious experience. This intimate boutique hotel features just nineteen rooms, making it an ideal choice for couples seeking privacy, intimacy, and peace. Private bathrooms, modern amenities, and Wanda’s unique atmosphere are just some of the reasons why our Guests return home feeling rested and relaxed.

Romantic attractions for couples in Szczawnica

Autumn in the mountains comes in many colours — quite literally! One of the greatest attractions, and one that is completely free, is simply going for a walk, with breathtaking views around every corner. Wanda is located right in the centre of Szczawnica, close to picturesque walking trails. Whether you choose a leisurely stroll along the promenade by the Grajcarek River or a more challenging hike through the Homole Gorge, the experience is sure to be unforgettable. And if you prefer cycling to walking, we also offer electric bike rental. It’s an experience worth trying at least once! When the day comes to an end and the temperature drops, Wanda invites you to warm up and unwind in the luxurious Źródło Spa & Wellness area. The choice is yours: an atmospheric swimming pool where you can immerse yourself in peaceful silence, a cosy outdoor jacuzzi, or an extensive sauna area. But then again, why choose just one? Autumn evenings are long, and our wellness and relaxation offering is extensive — so make the most of it! See you in the Pieniny Mountains.

Adults-only hotel in the mountains – who is it for?

If the word “holiday” makes you think of a packed schedule, searching for activities for the whole family, rushing to get ready to go out, or you simply feel like slowing down, enjoying peace and quiet, and spending your evenings at the spa, an adults-only hotel may be exactly what you’re looking for. Wanda Luxury Boutique Hotel was created with you in mind – couples looking for a romantic escape from everyday life, friends who value peace, quiet and long, uninterrupted conversations, and solo travellers who want their holiday to be filled with nothing but birdsong and the sound of their own thoughts.

Adults-only SPA & Wellness area

An adults-only hotel is a space created for Guests who want to truly slow down during their stay in the mountains. At Wanda Luxury Boutique Hotel, we have created an intimate SPA & Wellness area where relaxation begins the moment you step through the door. Wanda features a unique swimming pool decorated with beautiful wall mosaics. It is the perfect place to unwind after a day spent exploring the Pieniny trails or walking around Szczawnica. Guests can also enjoy an outdoor jacuzzi. Warm water, picturesque views of the Pieniny Mountains and the evening sky create a truly special atmosphere for relaxation. Completing the experience is our sauna area, allowing a stay at our hotel to become a genuine ritual of relaxation and renewal.

Accommodation with breakfast and an à la carte restaurant

“Breakfast is the most important meal of the day” – someone once said, presumably someone who had never experienced the other meals served at Wanda. Otherwise, choosing just one would be a very difficult task. Both our breakfasts and à la carte dishes are leisurely rituals, thoughtfully prepared and served with care on exquisite Ćmielów tableware. Here, you can slow down and savour a carefully crafted menu based on local ingredients, prepared by our skilled Chefs – all in an atmosphere of peace and quiet, just the way you like it.

What is redyk?

If you think New Year’s Eve or Christmas are the most spectacular celebrations in the mountains, you clearly haven’t experienced redyk yet! This traditional pastoral ceremony is connected with sheep grazing in the mountains and is an especially important part of the culture of the Pieniny Highlanders.

Redyk involves taking sheep up to the mountain pastures in spring and bringing them back to their farms in autumn. There are two types of redyk – the spring redyk and the autumn redyk. The latter is just around the corner, as it will take place on October 10 in Szczawnica (the sheep will be walking along Główna Street, right next to our hotel!).

Whether you are a redyk enthusiast or this is your first encounter with the tradition, there are certainly still some things you don’t know about it!

Redyk in the Pieniny Mountains – what exactly does it involve?

The traditional ceremonies begin in spring, when the spring redyk takes place, also known as mjysoniem łowiec (“mixing the sheep”). Local farmers entrust their sheep to the baca (shepherd), who brings them together into one large flock (hence the name “mixing the sheep”) and then leads them to the mountain pastures for grazing.

In autumn, the sheep are brought back down from the mountain pastures and returned to their owners.

Redyk is important not only for practical reasons, but also as a cultural and traditional celebration. The Highlanders wear traditional clothing, while the entire ceremony takes place to the accompaniment of traditional Highland music.

Redyk in the mountains – interesting facts

This centuries-old tradition holds many fascinating secrets, but sometimes the most intriguing questions have less to do with deeply rooted traditions and more to do with practical matters! Here are a few of them.

Does the baca lead the flock to the pastures alone?
No! The baca is assisted by juhas, who take care of the sheep and perform their daily duties, as well as sheepdogs, which help herd the flock and keep it together. Teamwork is essential in the mountains!

If the sheep are all mixed together, how does the baca know which sheep belongs to which farmer?
The sheep are marked, for example on their ears, and nowadays they often have special identification tags and numbers. This makes sure that no sheep gets lost in the shuffle! Their numbers are also carefully recorded and monitored.

Does sheep grazing serve any purpose beyond milk production?
Yes! Redyk helps preserve the traditional mountain landscape. Grazing prevents parts of the mountain meadows from becoming overgrown and helps maintain the open spaces characteristic of the Pieniny Mountains.

A mountain stay with breakfast and exceptional comfort

If you are planning to attend this year’s redyk in Szczawnica, we warmly invite you to book your stay at Wanda Luxury Boutique Hotel. Our redyk package combines luxury and relaxation with the traditions of the Pieniny Mountains.

Stay in a hotel that has been part of Szczawnica’s landscape for decades, once known as Willa Wanda, now transformed into a stylish boutique retreat. Enjoy beautifully designed rooms, exceptional service and a culinary experience to match.

Start your day with an à la carte breakfast, freshly squeezed juices and a glass of sparkling wine – because some mornings deserve to feel a little more special. The highlight of your stay will be a six-course tasting dinner inspired by traditional Highland cuisine.

Your package also includes a 60-minute massage, designed to soothe the mind and relax the body. In between, you can unwind in our SPA & Wellness area, complete with a swimming pool, outdoor jacuzzi and saunas.

We hope to see you in Szczawnica this autumn. We look forward to welcoming you!

Willa Wanda, located in the very heart of Szczawnica, near the famous mineral springs and picturesque walking trails, is one of the most recognizable and historically significant buildings in the spa town.

It is an icon of pre-war elegance and luxury, whose history reflects the turbulent fate of Poland in the 20th century. Since its establishment in the interwar period, the villa quickly gained a prestigious reputation, hosting elites and contributing to building Szczawnica's renown as a resort. Today, after years of neglect, the property returns in a new form – as a five-star hotel under a new name – Wanda Luxury Boutique Hotel, offering 19 elegant rooms with private bathrooms, kept in the spirit of the interwar period.

The birth of luxury – the interwar period and pioneering role Willa Wanda was built between 1925 and 1930. The building's design was purchased from Count Adam Stadnicki, the owner and manager of the spa, emphasizing its strong connection with the development of Szczawnica under the Stadnicki family rule. The construction of the villa was part of a broader plan to develop the resort's infrastructure, not merely a private initiative.

The first owner of the villa was Maria Zachwieja (born June 30, 1898, in Szczawnica), a hotelier by profession. The name “Wanda” came from her daughter's name. From the beginning, the building operated as a first-category hotel, which at that time meant the highest standard of service.

Willa Wanda was the first electrified building in Szczawnica, offering an unprecedented level of comfort. The combination of modern amenities with the purchase of the design from Count Stadnicki demonstrated Maria Zachwieja's far-reaching vision. Her goal was to create a modern, luxurious, and competitive hotel in comparison to the best European spas.

The villa quickly gained a reputation thanks to excellent service and outstanding cuisine run by a chef from France. Due to high standards, the villa hosted many distinguished artists and representatives of the cultural world. Its prestige and modernity attracted elites, strengthening Szczawnica's reputation as an exclusive resort.

Willa Wanda was built of brick in the Alpine style, which was popular in Central European tourist towns at the turn of the 19th and 20th centuries. This style, also known as Swiss or Tyrolean, is characterized by steep roofs, wooden balconies, carved details, and harmonious integration into the mountain landscape. The contemporary renovation will enrich the building with Art Deco elements, introducing the interior to the atmosphere of interwar modernist elegance.

Wartime fate – from a resistance point to a hospital

During World War II, Willa Wanda played an extremely important role in underground activities. From December 1939, it served as a gathering and transit point for the Union of Armed Struggle (ZWZ) and the Home Army (AK). The Zachwieja family was actively involved in the resistance movement. Maria's sons, Wojciech and Jan, acted as couriers, smuggling refugees across the border into Hungary. Maria herself and her daughter Wanda were messengers. On November 26, 1941, the Gestapo arrested the entire family. The Zachwieja brothers died in the Mauthausen concentration camp, and Maria Zachwieja, after brutal interrogation in the "Palace" in Zakopane, was sent to Auschwitz, where despite dire conditions, she survived. Her daughter Wanda returned home to Szczawnica after several months of torture.

During the war, the villa was converted into a hospital, a poignant example of how dramatic wartime events changed the purpose of civilian buildings. A symbol of luxury and elegance became a place of struggle for life and a testament to extraordinary adaptation in the face of history.

Post-war transformation and regaining identity

Like many private estates in post-war Poland, Willa Wanda was nationalized. For Maria Zachwieja, who returned from the camp, this was a particularly painful blow. Her home and life's work ended up in the hands of the state. Until 1947, the building housed the Employees' Holiday Fund, and then a health center, which operated until the early 1990s. In 1998, the villa was returned to the heirs of the Zachwieja family.

A new chapter – renovation and future as a luxury boutique hotel

Today, Willa Wanda is regaining its former glory. The property is undergoing comprehensive renovation under strict conservational supervision. The work includes the reconstruction of architectural details, restoration of the facade, window joinery, staircases, and the recreation of interior décor.

The owners and investors are Renata Gorecka and Grzegorz Gacek, founders of HSP Management Ltd., a hotel group that has repeatedly revitalized historic buildings in Szczawnica – including Willa Tęcza and Hotel Batory ***. Their goal is to create places offering the highest level of service and relaxation. In the heart of the Pieniny spa, Willa Wanda will take a central place within the Szczawnica Park Resort & Spa ***** complex.

Upon completion of work, planned for 2026, Willa Wanda will once again become a symbol of elegance and hospitality. Guests will be able to immerse themselves in the atmosphere of the 1930s, in stylish Art Deco-inspired interiors, a cozy library filled with pre-war books, and an intimate spa hidden in the villa's basement. The experience will be complemented by an exquisite restaurant referencing the property's culinary traditions.

Heritage and prospects

Willa Wanda is more than a building; it is a living testimony to Poland's history – from the flourishing interwar period, through the drama of war, to contemporary revival. Its history is inseparably connected with the fate of the Zachwieja family, whose courage and sacrifice form an integral part of Szczawnica's story. Thanks to the current renovation, Willa Wanda is once again becoming a gem of architecture and a symbol of luxury rest in the Pieniny Mountains.

Its future within Szczawnica Park Resort & Spa ***** promises a continuation of hospitality and elegance traditions, blending heritage with modernity. This unique place will attract lovers of history, culture, and refined style, confirming the enduring value of the Szczawnica spa. The renovation of Willa Wanda is an example of responsible cultural heritage management and conscious development of local tourism. It is an investment that will not only restore the splendor of one of Szczawnica's most important buildings but also strengthen the position of the Pieniny town as an exceptional resort.

Author: mojepieniny.pl

Wanda Villa – once a place of pre-war meetings and wartime conspiracy – has undergone a transformation. After years of neglect, it returns as Wanda Luxury Boutique Hotel – an intimate, five-star property born from years of revitalization, during which historic polychromes were discovered and cellars buried for decades were restored.

Wanda Villa in the history of Szczawnica Wanda Villa was built during the peak of Szczawnica's development as a spa town, on land belonging to Count Adam Stadnicki – an aristocrat and entrepreneur who significantly influenced the town's growth into a modern resort through his investments. It quickly became one of its most recognizable addresses. It was a symbol of modernity – as one of the first buildings in the town to be electrified – and, thanks to its high standard of service and cuisine led by a French chef, it attracted demanding guests.

Its first owner was Maria Zachwieja, a hotelier who created the property as a modern first-class hotel. During World War II, she was involved in underground activities – the villa served as a transit point for refugees, and she herself was arrested by the Gestapo, imprisoned in the Palace in Zakopane, and deported to the German Auschwitz concentration camp.

The name "Wanda" comes from the name of her daughter. This was therefore not a random choice but a trace of the family history embedded in the place from the very beginning. The villa was not created as an anonymous investment but as an endeavor built around the owners' ambition, hospitality, and very personal connection to the property. This family context gains special significance in light of the building's subsequent fate. The story of this place is not only about the former prestige of the spa but also about the people who gave it meaning beyond architecture and hotel function.

After the war, the building was nationalized and used for decades as a sanatorium, gradually losing its original character. Today's revitalization is therefore not merely a renovation of a historic building but an attempt to restore the continuity of a place that held symbolic significance for Szczawnica for many years. Revitalization with preservation of identity.

The investment preparation process lasted nearly four years and included detailed analyses and the development of conservation documentation. The works were conducted under the strict supervision of a heritage conservator, with the goal of maximizing the preservation of the building's historic substance. During the renovation, elements that had been hidden for decades were uncovered – including historic polychromes.

At the same time, the functionality of the cellars was restored; they had been buried and degraded for years. Their cleaning and securing took over a year. This was not a project that could be designed from scratch. We worked with the existing structure, which required careful attention and constant response to what was revealed at each stage of the works. In many moments, the building set the direction for decisions, and our task was to preserve its character and give it a contemporary function. Importantly, the entire revitalization process was financed entirely from private funds without public support, which further emphasizes the scale and complexity of this undertaking – says Renata Górecka, CEO of HSP Management.

One of the most difficult aspects of the project was adapting the historic building to contemporary hotel standards without compromising its historic structure and architectural character. Introducing modern technical installations, heating, air conditioning, lighting systems, and solutions improving comfort required individual design solutions and very precise planning. In this case, modernity could not dominate the history – it had to remain discreet yet fully functional. A separate challenge was restoring the functionality of the cellars, which for many years had been buried and used as utility space. Their cleaning and drying allowed recovery of an important part of the building's historic structure. This is one of those stages that best shows the scale of the entire project – revitalization here was not about aesthetic refreshing of the building but about truly reclaiming the place layer by layer.

What is the idea behind Wanda Luxury Boutique Hotel?

The property is being created as an intimate, five-star boutique hotel whose concept combines the historical character of the place with a high standard of service and art déco-inspired design. 19 rooms and apartments will be made available to guests, preserving privacy, tranquility, and an individual character of the stay.

This is a conscious choice – instead of scale and mass, the focus is on the quality of experience. An integral part of the property will be a spa zone, relaxation areas, and gastronomic facilities based on local products. The goal is to create a place where luxury does not mean extravagance but time, silence, mindfulness, and a high culture of service. In this sense, Wanda Luxury Boutique Hotel is a contemporary interpretation of former spa elegance.

We did not want to build another hotel. We wanted to restore a place where one comes to truly rest. Wanda should be calm, intimate, and authentic – closer to the idea of the former spa than modern tourism – adds Renata Górecka, CEO of HSP Management.

This approach is reflected not only in the architecture and function of the property but also in the way its history is considered. As part of the project, it is planned to include Wanda in the international Stolpersteine initiative – an artistic-historical project commemorating victims of Nazism through symbolic "stumbling stones" placed in public spaces. This gesture fits into a broader idea of restoring the continuity of the place – not only through physical revitalization but also through memory of the people and events that co-created its identity – she adds.

Return to the original function Wanda Villa today returns to the role for which it was created – once again it is to be a place of relaxation, meetings, and hospitality experience rooted in an exceptional architectural and historical context. This project combines a responsible approach to heritage with modern thinking about premium hospitality and shows that revitalization can be more than restoration – it can become the restoration of the meaning of a place. The investors are Grzegorz Gacek and Renata Górecka, who have long been involved in the development of hotel projects in the premium segment.

Learn more

An icon of Pieniny architecture and a silent witness of history – the over a hundred-year-old Villa Wanda returns to the map of Szczawnica as Wanda Luxury Boutique Hotel.

On April 24th this year, the facility inaugurated its reactivation, presenting a perfectly balanced combination of pre-war Art Déco style along with the extraordinary heritage of the Zachwieja family. This new, intimate part of the five-star Szczawnica Park Resort & Spa complex is a space where the historical identity of the first electrified villa in the town gained a modern, exclusive dimension, offering guests unique premium standard apartments.

The hotel interiors are a conscious reinterpretation of the original Villa in Art Déco style. The aesthetics of the 1920s and 30s form the foundation of the atmosphere here, not just a decorative element. It directly references the period of Szczawnica's greatest development as a spa town, when architecture and lifestyle were an integral part of the leisure experience. Thanks to attention to detail and strict conservation supervision, the historic spirit was combined with the highest finishing standards.

The renovation of Wanda was a process of uncovering layers of history, allowing the building to regain its former treasures – historic wall polychromes. At the same time, the functionality of the cellars, which had been buried and forgotten for years, was restored.

The adults-only formula and the rejection of mass scale in favor of intimacy make Wanda a sanctuary for travelers seeking authenticity and tranquility. Wanda's story is not only architecture but, above all, people.

Named after the daughter of the first owners, Maria and Jan Zachwieja, the villa hosted artistic elites for decades. However, its most difficult and noble chapter was written during the war years. The entire Zachwieja family was involved in the resistance movement, turning the facility into a key transit point for those crossing the mountains to Hungary. Thus, the building became part of a support network for refugees and one of the important conspiratorial points in the region. Maria Zachwieja, together with her daughter Wanda, serving as couriers for the Home Army, demonstrated remarkable courage, which remains an important part of this place's identity to this day.

We are very grateful to the Gacek family for undertaking such a demanding project and bringing this place back to life. For our family, it is more than just the revitalization of a building – looking more broadly, their actions are in a sense a “rehabilitation” of Szczawnica – says Bogusław Zachwieja, son of the first owners of Villa Wanda.

The pre-premiere opening of Wanda took place on April 24, 2026. This event was a tribute to history and simultaneously a promise of new quality in Polish hospitality. During this visit, we could meet, talk, and above all experience this place in its new form. The ceremonial ribbon cutting inaugurated a new beginning for Wanda, complemented by live music and a symbolic toast. Guests were introduced to the world of refined elegance by the event host Anna Gacek, and shortly after, we heard a few words from the owners – Ms. Renata and Mr. Grzegorz, who presented the concept and visionary approach to the investment.

A key point was the curator's lecture, in which she guided the attendees through fascinating historical stages of the building, from the times of Count Stadnicki to the years of the conspiracy. An especially moving moment for all guests was the presence of the family to whom Villa Wanda originally belonged. They observed everything with great sentiment, and their extremely important participation underlined the continuity of this place's history.

This part was completed by a screening of a film documenting the transformation of the facility, allowing the audience to understand the scale of renovation of this historic building. Villa Wanda shows how monuments can be restored for contemporary use while preserving their original character. Even years ago, it was an exceptionally modern facility – it operated year-round, had its own facilities, and even access to the Grajcarek stream, above which there was a beach for guests – says Barbara Węglarz, Curator of the Pieniny Museum.

The second part of the event was devoted to personal experience of the space – guests, divided into intimate groups, were guided through the ground floor, restaurant, library, luxury SPA area, and a show apartment. Inside the hotel, on easels, unique "before and after" photographs were displayed, visually completing the presented piece of history.

Participants also had the opportunity to taste exceptional dishes and drinks inspired by the upcoming menu, get acquainted with the Mei cosmetic brand offer, and receive commemorative brochures with Wanda's history. All this took place in an atmosphere conducive to conversations and interviews, which officially started a new chapter in the history of this Szczawnica icon.

Villa Wanda was one of the most prestigious holiday destinations in this part of Poland, and from the beginning, we knew we wanted to restore its uniqueness. It was not an easy project, but such places don’t come around twice. Today, it returns as an intimate boutique hotel based on authenticity, tranquility, and the experience of the place – says Grzegorz Gacek, president of HSP Management.

Find out more

muratordom.pl

While in Western European countries adults-only hotels no longer need to explain anything to anyone, in Poland this format still divides opinions – at least on the declaration level. However, the numbers suggest that this trend is moving out of the niche.

A study by the Ariadna Panel shows that 59% of Poles would consider a trip to a hotel exclusively for adults. Openness to this type of holiday coincides today with a more cautious approach to planning long-distance travel. More and more people may therefore pay closer attention to domestic offers, looking for a place closer to home that guarantees peace, privacy, and a high standard without compromises.

This new expectation is embodied by one of the most anticipated investments in the Polish mountains – the restored Wanda Luxury Boutique Hotel.

Escape from the noise, or another dimension of luxury In recent months, traveling has stopped being a given. Geopolitical uncertainty, tensions in various parts of the world, and thousands of canceled or changed flights mean that planning trips is increasingly associated with stress rather than excitement.

It is no wonder that when vacation time comes, the need to simply "switch off the world" grows. In this context, the adults-only formula ceases to be seen as controversial and starts to be treated as an element of mental hygiene. Another reason why the adults-only trend has space to grow in Poland is the clear shift in the structure of the entire hotel market.

The premium and luxury segment – focused around 4- and 5-star hotels – already dominates the direction of the industry’s development and fits global trends. The value of the global luxury hotel market is expected to grow at an annual rate of over 9% until 2030 – making it the fastest-growing segment in hospitality – according to the report "REPORT 2025. Hotel Market in Poland."

This trend is also visible in Poland. Data from the Central Statistical Office (GUS) shows that the number of four- and five-star hotels is steadily increasing (by 2.6% and 4.3% year-on-year, respectively), and the entire segment already accounts for over one-fifth of the market. However, this is not just a matter of scale. As the KPMG report "Luxury Goods Market in Poland 2024" shows – contemporary luxury clients seek not only exclusive products but also deep, unique experiences that engage them emotionally on a personal level.

In this context, the adults-only formula stops being a niche curiosity and becomes a natural direction for the premium segment’s development. Because luxury increasingly rarely means "more," and more often means "better": quieter, calmer, and more conscious. "We believe in locality because it gives us a solid ground under our feet" Today, luxury hotels are no longer just places to stay – they are carefully designed experiences that engage all the senses.

Nothing is accidental: the view from the window, materials, scents, cuisine, and even silence. It is in such spaces that a new standard of relaxation is born – more intimate, more conscious, and deeply rooted in place. This way of thinking is also developed by Szczawnica Park Resort & Spa – a complex located in the buffer zone of the Pieniny National Park, whose idea is based on slow life, regeneration, and relaxation built around the spa rhythm of Szczawnica. Wanda Luxury Boutique Hotel is its most intimate part, aimed at guests seeking quiet, privacy, and a more intimate experience of the place.

In the very heart of Szczawnica, within the walls of the 100-year-old Villa Wanda, this market need finds its physical address. The Gacek family, which has been rescuing the resort’s historic buildings for years, notices these changing moods. Wanda, created in an adults-only formula, is a response to the need for authenticity. It is a place designed with mature people in mind who expect more from a hotel than just accommodation.

The revitalization of Wanda was not an ordinary renovation – it was a rescue mission. The building, which was the first in Szczawnica to have electricity and was famous for its French cuisine, deteriorated over decades. Wanda Luxury Boutique Hotel, opening to guests on May 29 this year, brings to life a place that has been present in Szczawnica’s history and the local community’s memory for decades.

The former villa of the Zachwieja family has become today the most intimate part of Szczawnica Park Resort & Spa – a holiday concept combining the spa tradition of the region, wellness, local cuisine, and proximity to nature. When we bought Villa Wanda in 2018, it was a building that had simply disappeared from Szczawnica’s map over the decades. For us, it was not an investment in real estate but a decision to restore a place that once defined the standard of vacation in the spa town. We wanted not only to reconstruct it but to give it a new meaning that corresponds to how we understand luxury today: more conscious, more intimate, rooted in locality – says Grzegorz Gacek, president of HSP Management. The entire process – from working with the conservator, through recreating details and polychromes, to adapting historical interiors to a 5-star standard – was subordinated to one goal – creating a place that has its own identity and cannot be copied. Because today premium guests no longer look for pretty hotels. They look for places that mean something – he adds.

Slow travel, or how to regain your own rhythm Today, the saved monument becomes part of the slow travel trend. This approach assumes that travel should enrich us, not tire us. In Szczawnica’s case, this holiday model naturally fits the spa’s tradition itself, associated for years with regeneration, calm, and closeness to nature. In Wanda, instead of 42 small rooms, 19 apartments equipped with elegant bathrooms were chosen. This is a conscious sacrifice of quantity for quality. Guests who ultimately decide to vacation in Poland will look for such compensation for the lack of long-distance travel. They want a SPA zone with a pool, saunas, and an outdoor jacuzzi, but in an intimate form. They want a restaurant that promotes local lamb and regional traditions but serves them in a modern and sophisticated way. Without rush, without noise, surrounded by architecture that has survived many historical storms.

What will the 2026 season look like? We shall see. However, all signs indicate that it will be a time of seeking refuge and conscious choices. Szczawnica, with its spa rhythm and new boutique offer, fits the trend of looking for a "safe haven" closer to home. If as many as 54% of respondents support the creation of child-free holiday places, it means we are no longer talking about a niche but about a direction with real potential to become one of the most important branches of Polish hospitality. We are starting to measure luxury not by distance from home but by the quality of undisturbed peace.

Find out more

Is the era of demonstrative luxury coming to an end?

According to KPMG analyses, the value of the luxury hotel and spa market in Poland in 2024 amounted to around PLN 7.8 billion, and by 2029 it may exceed PLN 11 billion. The premium segment is clearly growing and remains one of the most dynamic market areas, but its nature is distinctly changing. Luxury is still worth a lot – but it increasingly means something different. Its definition is shifting from visible opulence and scale towards the quality of experience, tranquility, and a distinct sense of place, fitting into a broader global trend – as indicated by the McKinsey report "The State of Fashion: Luxury 2025", customers are increasingly shifting spending from luxury goods towards experiences such as travel, hospitality, and wellness.

Dynamic development of the hotel market in Poland

Over PLN 11 billion – this could be the value of the luxury hotel and spa services market in Poland by 2029, according to KPMG analyses. At the same time, the global wellness tourism market, as reported by Research and Markets, will grow from around USD 525 billion in 2025 to over USD 910 billion in 2030, with an average annual growth rate exceeding 11%. These numbers show the scale of the phenomenon but do not explain its essence.

The key change concerns not so much the market itself, but the way customers make decisions. According to the McKinsey report, nearly 80% of wealthy respondents declare that in the coming years they plan to shift part of their spending towards experiences such as travel and wellness. Experiences are beginning to be seen as more personal, more exclusive, and providing greater value than objects.

This approach also fits into a clear trend of premiumization visible among consumers. Increasingly, this involves a conscious shift in spending towards higher quality products and services – even at the cost of fewer of them. In practice, this means choosing one more valuable experience instead of several standard trips or purchases. As a result, the premium market is growing, but its center of gravity is clearly changing.

Guests are willing to pay more, which is reflected in rising operational hotel indicators, but in return, they expect real value: peace, privacy, regeneration, and alignment with their lifestyle.

A new definition of luxury

Changes visible in the market structure lead to a redefinition of the concept of luxury itself. Increasingly, it ceases to mean the scale of investment or visible opulence, and begins to be understood as quality of experience – coherent, tailored, and based on the authenticity of the place. This change is also generational. Younger consumer groups, bringing different expectations towards premium brands and services, are having a growing influence on how luxury is defined.

As McKinsey analyses show, the importance of experiences, authenticity, and consistency of values is growing, and the relationship with luxury is becoming more complex than a few years ago. Consequently, not only the demand structure changes, but also the way offers are designed – even if the direct recipients today remain predominantly older customer groups.

It is these new consumption patterns that gradually shape the entire market, setting its direction of development. Premium guests today are much more conscious and less frequently search for standard hotels. They choose places with a distinct identity that offer something unique and difficult to replicate – often rooted in history, architecture, or local context.

Increasingly, they also expect experiences that genuinely impact their lifestyle – from regeneration to wellbeing. We observe a clear change in the decision-making process of premium segment guests. The importance is growing not only in hotel standards but in whether it offers a coherent and thoughtful experience – from architecture through culinary offerings to the atmosphere of the place.

Guests today expect quality that is tangible at every stage of their stay, not just declared. In practice, this means that establishments with a clear identity, able to fit into the local context and meet the need for peaceful, more conscious rest, gain the advantage. – says Grzegorz Gacek, president of HSP Management.

Lifestyle and boutique – the fastest growing niche The natural consequence of these changes is the dynamic development of boutique and lifestyle hotels, which, instead of repetitive standards, offer a coherent, unique experience. According to the "Hotel Market in Poland 2025" report published by Horecanet.pl, such establishments already account for over 23% of new openings, while two decades ago it was about 12%. At the heart of this model is not infrastructure but the concept – a way to tell the story of the place and the experience the hotel offers.

Projects meeting specific needs of contemporary guests – silence, privacy, high quality service, and strong rooting in the local context – are gaining increasing importance. New investments in Poland are also developing in this direction, including the upcoming Wanda Luxury Boutique Hotel in Szczawnica, carried out in a restored historic spa villa.

This segment most clearly shows the change where luxury stops being related to scale and begins to be built around coherence and authenticity of experience. Such projects demonstrate that today advantages are not built by size of investment but by the ability to create a place with a distinct identity, embedded in the local context and responding to changing guest expectations.

Find out more