MONTENEGRO. Kicking off a series in which we profile The Moodie Davitt Report’s Travel Retail Superstars Awards 2025 winners, our Senior Business Editor Mark Lane speaks to Montenegro Duty Free HR Manager Ivana Vavic Milic (winner of our Humanity, Leadership & Inspiration – Back Office Award) about people-first leadership, compassion and the power of culture in the duty-free industry.
Some leaders make their presence felt through grand gestures and commanding speeches. Others transform organisations more quietly, through compassion, consistency and an unwavering belief in people.
Montenegro Duty Free HR Manager Ivana Vavic Milic belongs firmly in the latter category.
The winner of the Travel Retail Superstars Awards 2025 Humanity, Leadership & Inspiration – Back Office Award has earned admiration throughout her organisation for the way she nurtures colleagues, shapes culture and helps people realise their potential.
“HR is not only about policies or procedures. It is about people trusting you with important parts of their lives.”
– Montenegro Duty Free HR Manager Ivana Vavic Milic
As her nomination noted, Vavic Milic – who joined ARI-owned Montenegro Duty Free in October 2020 – fulfils the award criteria triumphantly, demonstrating humanity, leadership and inspiration in equal measure.
The judges were equally effusive, praising her immense human qualities and the compassion that “shines like a beacon”, while highlighting leadership that has transformed morale, strengthened organisational identity and positively influenced commercial performance.
For Vavic Milic, however, the recognition is less about individual achievement than collective success.
“This recognition meant a great deal to me because HR often happens quietly, behind the scenes,” she reflects. “Much of our work is not immediately visible – it is in conversations, support during difficult moments, helping people grow, creating opportunities and building an environment where people feel seen and valued.”
Her response captures the essence of both the award and the woman behind it. While many business functions are measured in metrics and milestones, Vavic Milic understands that some of the most meaningful contributions are found in moments that rarely appear on performance reports.
“To have those efforts recognised was incredibly emotional and humbling,” Vavic Milic says.
Importantly, she views the accolade as recognition of something much larger than herself.
“I did not see this as an award for me alone. I saw it as recognition for the importance of people-focused leadership and for the culture we are building together at Montenegro Duty Free.”
The power of people
That belief in the power of people sits at the heart of everything she does.
“I genuinely believe businesses grow through people,” Vavic Milic comments. “Processes, systems and strategies are essential, but people bring them to life.”
It is a philosophy that has guided her mission to create a people-first culture across the business. In an industry where operational demands can be relentless and commercial targets ever-present, she has remained committed to ensuring colleagues feel supported.
“We spend a significant part of our lives at work, so creating an environment where individuals feel respected, heard and supported is not just important – it is a responsibility,” she explains.
That responsibility has translated into a series of initiatives designed to strengthen engagement, recognition and belonging. Those she is most proud of include Employee of the Month, Value Ambassadors, SuperCon, the ARI Exchange Programme created by Montenegro Duty Free and a range of development opportunities that encourage colleagues to grow beyond their day-to-day roles.
“Never forget that HR starts with humans. Learn the business, understand the numbers and be strategic, but never lose the human side of your role.”
– Ivana Vavic Milic
What matters most to Vavic Milic is not the programmes themselves, but the experiences they create.
“They are not simply activities or projects; they create stories and experiences,” she says. “They allow people to feel recognised, appreciated and connected to something larger than themselves.”
It is a reminder that culture is not built through slogans or mission statements. As Vavic Milic puts it, “Culture is built through consistent moments, not through one big event.”
Those consistent moments have helped foster a strong sense of identity throughout Montenegro Duty Free. Building that culture has been an intentional effort from the outset.
“Culture does not happen accidentally,” she says. “It requires consistency, intention and everyday actions.”
Working closely around shared values and a clear sense of purpose, she wanted colleagues to feel that Montenegro Duty Free represented more than simply a place of work.
“We wanted people to feel proud of what we do and of who we are together as a team.”
An empathetic approach
Today, seeing colleagues embrace and embody those values remains one of Vavic Milic’s greatest sources of pride. It is a journey that has also been recognised externally through awards celebrating teamwork, collaboration and business results.
Yet perhaps the quality that stands out most in Vavic Milic’s leadership is empathy.
Throughout her career she has viewed empathy not as a soft skill existing separately from business performance, but as a driver of it.
“In fast-moving environments there is a tendency to focus only on numbers, deadlines and operational targets, but behind every result there are people making it happen,” she says.
For her, empathy often manifests itself through simple acts: listening carefully, checking in on colleagues and creating space for meaningful conversations.
“People may not always remember what was said, but they remember how they felt,” Vavic Milic reflects.
That human-centred approach has reinforced one of the most important lessons of her HR career. While policies and procedures are essential, the real impact often comes through supporting people when they need it most.
“There have been many moments where colleagues faced personal challenges or periods of uncertainty,” she says. “What stays with me are the moments when someone later says, ‘Thank you for listening’, or ‘Thank you for being there’.”
Those moments, she believes, reveal the true purpose of the profession.
“HR is not only about policies or procedures. It is about people trusting you with important parts of their lives.”
The judges noted the link between her leadership and improved commercial performance, an observation Vavic Milic readily embraces.
“I believe they are deeply connected,” she says. “People who feel valued, motivated and supported naturally create better experiences for customers, stronger teamwork and better results.”
It is a simple but powerful truth. Sustainable business performance is built on engaged people.
“Investing in wellbeing is not only the right thing to do; it is also a smart business decision.”
Empowering leadership philosophy
Asked how she inspires others in an industry often characterised by constant pressure, Vavic Milic’s answer is refreshingly modest.
“Inspiration does not always come from big speeches or grand gestures,” she says. “It often comes from consistency, appreciation and leading by example.”
That outlook also shapes her own leadership philosophy. Described by others as a quiet yet transformative leader, she prefers to focus on empowering those around her.
“I do not believe leadership is about being the loudest voice in the room; I believe it is about creating space for others to find their voice.”
For the next generation of HR professionals entering travel retail, her advice is equally grounded.
“Never forget that HR starts with humans,” Vavic Milic says. “Learn the business, understand the numbers and be strategic, but never lose the human side of your role.”
It is a fitting message from a leader whose career demonstrates that humanity and business success are not competing priorities, but complementary forces.
And perhaps that is why Ivana Vavic Milic’s story resonates so strongly within the Travel Retail Superstars Awards. In celebrating her achievements, the industry is also recognising a wider truth: that leadership is not defined by title or authority, but by the positive impact left on people.
As she puts it: “Leadership is not about power or position. Leadership is about the positive impact you leave on people and the culture you help create.”
It is difficult to imagine a more fitting embodiment of our Humanity, Leadership & Inspiration Award. ✈
