Asya Pandzherova is an Associate Professor and PhD at the University of National and World Economy, at the Department of Tourism Economics. She holds two Bachelor’s and two Master’s degrees in Tourism Management and Finance, as well as a PhD from the same university. With her long years of experience as a lecturer at several Bulgarian and foreign universities in the UK and Dubai, she teaches key tourism disciplines and strives to make a positive contribution to education in Bulgaria by inspiring young people and encouraging them to stay in Bulgaria and develop their careers in the tourism business.
In addition to being a lecturer, Asya Pandzherova successfully runs a thriving hotel business. Together with her partner, Mr. Dimitar Krastev, she is the CEO of the 5-star Lucky Bansko SPA & Relax Aparthotel in our winter resort of Bansko and of Paradiso Dreams Hotel in Nessebar. She has been part of the hotel industry for more than 20 years. She started her career as a consultant to some of the largest holiday hotels in Bulgaria, but a time came when she felt ready to become part of the operational processes and, together with her partner, took over the management of the hotels. She intends to continue expanding the portfolio of properties they manage.
On a personal level, she is happily married and the mother of four children—two pairs of twins. Her driving force is her partner and her children, who are also her main „provocateurs“ and stimulus for development. She believes that the foundations of a healthy family and love are a prerequisite for success in general—both personally and professionally. She describes herself as a determined and goal-oriented person who plans her time very well, knows what she wants, and how to achieve it. Regardless of the difficulties and her numerous commitments, she works with great motivation, love, and organization, is not satisfied with what she has achieved, and continues to set even higher goals for herself.
Photography by Dilian Markov MakeUp: Lora Slavova
Ms. Pandzherova, congratulations on the award! What is the reason for the success of your company, Hotels and Dreams Ltd.?
. Ever since the company’s foundation, our mission has been to create unforgettable experiences for our guests and to combine classic elegance with innovative service, setting new standards in the global hotel industry. That is why the first property in our portfolio was Apart Hotel Lucky Bansko SPA & Relax. To this day, the hotel stands out with its strong brand identity and innovative approach that goes far beyond standard hotel services. Its key advantages include uncompromising service quality, a dynamic marketing strategy, and the ability to quickly translate market trends into real solutions for customers. Thanks to Lucky Bansko’s strong business case, we decided to expand the portfolio of properties we manage, which currently amount to seven.
When it comes to success, I believe it is built on consistency, clear focus, and a team of people who share the same vision. For us, quality is not a compromise, but a prerequisite. We work with the idea of creating experiences, not just offering a standard service. When you approach each guest with understanding and a personal touch, the results come naturally. In business, as in life, I share the leading concept of an unconventional, authentic, innovative, and colorful existence. The gray spectrum is not within my range and nature.
You manage and invest in different types of hotels – mountain, seaside, and city hotels. What are the differences in their management?
There is definitely a difference in the dynamics and expectations of customers. Our mountain hotel relies on year-round activity, where spa and wellness services are a key focus. At our seaside hotel, the season is shorter and more intense, and the vibe is different. Our city hotel is opening really soon. That alone will bring different challenges. However, in all cases, the need for impeccable service and an authentic experience for our guests remains paramount. That is why our focus is on personalization and the local context of each of the properties we manage.
How do you manage to combine your dynamic professional life with caring for four children – two wonderful pairs of twins?
I firmly believe that personal success is the foundation of professional achievements. My rise began when I met my husband, who is not only my partner in life but also in business management. His unconditional support and belief in me give me the confidence I need to expand our hotel portfolio. The real boom for the company came in parallel with the creation of our family, and the arrival of our two pairs of twins was the most significant event in our lives. I am convinced that it is love and strong family foundations that are the driving force behind our business success.
Balancing my dynamic professional life with my personal commitments is based on good organization. My family is my inspiration and support. I believe that it is possible to be dedicated both at home and at work if you have clear priorities and a team you trust. I cannot deny that it is difficult, but our children, my partner, and family are a source of energy and inspiration when you feel their support at every moment. You cannot be successful in business if you are unhappy in your personal life.
How do you deal with competition? Are there any unethical practices?
Competition is necessary, it keeps us alert and drives us to develop. For us, it acts as a powerful catalyst for innovation and improved quality, forcing our business to adapt to the ever-increasing demands of tourists. Unethical approaches are a fact of life; they have existed and will continue to exist, but we do not participate in this game. Our response has always been better service, a better experience, and long-term thinking.
Tell us about your team. How do you convince people that they can do more?
I choose people who share the brand’s values. We carefully select everyone on the team because every employee is important, regardless of their position. I am not afraid to share my views, I strive to communicate daily, to convey my views and values, to seek to share them. Of course, I give freedom, even though I set high standards. I try to inspire by personal example, not by control. Although without control there is no quality.
What are the challenges faced by women leaders in Bulgaria?
The challenges faced by women leaders in Bulgaria combine structural barriers and cultural attitudes. Traditional expectations in Bulgaria often burden women with most of the housework and childcare, making it difficult for them to take on roles that require extra time. There are still attitudes that certain sectors are „male,“ requiring women leaders to work twice as hard to prove their authority.
Women are often expected to be perfect in all the roles they play. The real challenge is to stay true to yourself and find a balance that preserves our femininity but also gives us satisfaction in business. Confidence and resilience are our most valuable allies, along with the desire to be even better, more successful, more innovative, and more capable.
Why do so few hotels in Bulgaria reach world-class standards? What needs to change?
Investments are needed not only in material and technical resources, but also in the people who welcome guests. Tourism is culture, not just business. If we want to be a preferred destination, we must think long-term and work with a vision. We must be sensitive to the market and the new trends in the tourism industry, and we must have a genuine attitude and genuine care for our guests.
What is the most important thing you want your tourism students to learn?
That tourism is not an „easy“ profession, but a mission to which you must devote yourself. And that every detail matters when it comes to experience. Knowledge is important, but attitude is crucial. And that you have to work every day, learn from the best, and not despair along the way, even when it’s difficult. They need to know that success is linked to attitude—students need to be enthusiastic, have a spark for working in hospitality, be flexible and mobile, and have good language skills. And that’s exactly my role—to ignite that „spark,“ to discover and develop their talent.
How do you meet the requirements of VIP customers?
With a focus on personalization, discretion, and refined service. High-end guests are not looking for ostentation, but rather an authentic and memorable experience. This is precisely what we strive to offer, and we are truly satisfied when we provide satisfaction, happy moments, and relaxation to our guests.
How will you surprise your guests in 2026?
We are preparing new wellness programs and themed experiences to enrich the stay. We are also planning digital improvements to facilitate and modernize service without detracting from the personal and lively human presence. My partner in life and business, Mr. Dimitar Krastev, and I have big plans for the business and the future. We are planning to expand our portfolio in 2026 with new ventures. We are working hard to consolidate and build on what we have achieved so far.
What is your personal formula for success?
Believe in what you do. Have the courage to change and don’t give up when things get tough. Also, appreciate the people around you. Being steadfast in your desires and your path is no less important than being brave.
What is the proudest moment in your career?
When I see the team growing, when operational staff become managers, and when guests return again and again. That is the real value. I feel enormous satisfaction after achieving a result that I have strived for. I have encountered difficulties, I have had moments of disappointment, but in the end, I have achieved my goal.
How do you define success?
Success is finding meaning in what you do and leaving a mark. Not only in business, but also in the lives of the people around you and close to you. For me, family is the leading value in life, which I cherish and value much more than my business career.
Does beauty help or hinder business?
Beauty opens doors, but only substance keeps them open. Authenticity and the ability to inspire trust are paramount.
What is your favourite place to relax?
I love places with soul, nature, and water resources. But true relaxation is where I am with my family—even if only for a short time. I love both the sea and the mountains, I love places where I feel fulfilled and happy with my loved ones.
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