This is how Ada Mall in Belgrade, owned by GTC Group, achieved this year an increase in foot traffic, turnover, loyalty app engagement, and sustainability.

We spoke with Alex Linchev, General Manager of Ada Mall, to give us a full recap of their 2025 performance results.

Foot Traffic and Turnover

• Foot traffic: +7% vs 2024 and +12% vs 2023
• Turnover: +10% vs 2024 and +15% vs 2023

“We grew not by counting visitors, but by understanding them and attracting real repetitive
shoppers,” says Alex Linchev.

Loyalty Program as a Growth Engine

One of the most significant contributors to Ada Mall’s success was the rapid evolution of its
loyalty program, which transitioned from a marketing tool into a core business driver.

• 2025 loyalty app metrics:
• 52,628 members (+7% YoY)
• 23,595 active users (+11% YoY)
• 8,600 monthly repetitive purchases
• Loyalty shoppers spend 287% more than the average visitor
• Loyalty now generates 11% of total mall turnover

“Loyalty shifted from a marketing tool to a true revenue engine, reducing dependence on third-party media and enabling direct mall–customer communication,” Alex Linchev explains.

Leasing & Asset Strength

The mall’s strong performance translated into stable leasing results and continued tenant
confidence.

• 99% occupancy
• 99% rent collection
• 34,000 m² renewed or replaced over the last 36 months
• 7,327 m² of extended leases
• 1,199 m² of new leases

To stay ahead of evolving shopper expectations, Ada Mall has continued to enhance its retail and experiential offer, introducing for the first time in a Serbian mall:

• A dedicated package delivery pick-up centre
• Library & Study Corner
• Expanded fitness and health areas
• Playground and birthday hall
• A next-generation super drugstore concept
• Cinema skybar
• Rooftop street gym
• In-mall loyalty desk and loyalty online shop

…and several other initiatives aimed at strengthening experience-driven growth.

“Tenants are not just performing well — they are choosing to stay. We are not simply leasing space, we are reinventing the retail mix to anticipate customer behavior and keep the asset future-proof,” says Alex Linchev.

Operational Excellence & Sustainability

Operational efficiency and environmental responsibility were also major pillars of Ada Mall’s
success in 2025.

• Electricity costs approximately 7% lower than comparable malls in Belgrade
• 10% less water usage annually
• 12.5 tons of recycled waste — the highest volume recorded to date
• Smarter energy and FM workflows supporting long-term cost efficiency

Ada Mall also continues to uphold its LEED Gold Certificate, reaffirming its commitment to
sustainable operations.

What Made 2025 Exceptional

A deeper relationship with shoppers, stronger partnerships with tenants, and a smarter, more efficient operating model defined Ada Mall’s most successful year to date.

“2025 was the year we strengthened the core of our business: our shoppers, our tenants, and our team. We built deeper relationships, elevated partnerships, and introduced a smarter, cost-optimized operating model — all driven by a commitment to create a place people choose not out of habit, but out of preference. This year, Ada Mall evolved into a full ecosystem — where loyalty drives revenue, data drives decisions, sustainability drives savings, and experience drives footfall,” concludes Alex Linchev.

For Ada Mall, 2025 wasn’t just a year of progress; It was a year of transformation.