Definitely not for travellers who are seeking generic or trendy hotel accommodation. On the other hand, if you are looking for an experience which would have been typical of hotels in the 1920s or 30s, then Jadran is probably one of the few genuine survivors!
The amazing carved doors and panelling, along with the very quirky (and creaking) parque flooring, are major attractions. No hotel chain conformity here. The rooms on the front with their own balconies and French windows are particularly desirable.
The location is hard to better - literally a one minute stroll from Macedonia Square and the Stone Bridge. No need for taxis when visiting anywhere near Skopje city centre, including the historic Charshya bazaar district or the Kale fortress.
Previous reviewers have criticised the plumbing, but although the marble floored bathrooms would benefit from a more thorough cleaning, there were modern lavatories and sinks and plenty of (very) hot water. The baths are very large and the shower fittings were working normally while we were there. Investment in new mattresses might be a smart move, but we slept well enough in very large rooms.
A very decent breakfast was provided in a nearby cafe using a voucher (packed breakfasts on Sunday mornings).
We stayed in late September, so there was no need for heating and we can't comment on the situation in the winter. Probably the high ceilings and antique radiators wouldn't help. However, for the warmer months, this hotel is recommended to travellers on a reasonably tight budget who want a central location, unique style and friendly service.