The Alexandrion Experience Hotel in Sinaia, part of the Nawaf Salameh Family Office portfolio, has completed a EUR 1.5 million investment in the Reemora Spa & Hammam center. This development is part of a strategy to recalibrate the unit’s positioning in the premium segment, aiming for a 20% increase in sales volume and an optimization of the average daily rate (ADR).
The new wellness center, located on level -1 of the 4-star hotel, covers an area of 1,380 sqm. Facilities include an indoor semi-olympic pool, hammam, jacuzzi, dry and wet saunas, a salt room, a cold plunge pool, and sensory showers. According to Rim Daoud, Head of Hospitality within the Family Office, the investment aims to transform the unit into an integrated destination that meets the requirements of the leisure and corporate (MICE) segments. The hotel’s upgrade plan also includes expanding family facilities, a new conference hall with a total capacity of up to 1,000 guests, and a luxury suite for the VIP segment.
The hotel, which features 168 rooms and suites, was acquired by Alexandrion Group in 2017 (formerly the New Montana Hotel) and reopened in 2023 after an extensive renovation process. The group’s hospitality division also includes the Rhein & CIE Azuga 1892 Guesthouse. The Sinaia project is being implemented in the context of the group’s global expansion, which in 2025 expanded its distribution network to 13 new markets, including Central Europe, the Gulf region, and Africa.
Business management is currently handled by the sons of the founder Nawaf Salameh (who passed away in April 2025), Antonio and Roberto Salameh, who serve as vice presidents. This leadership structure reflects the strategy of maintaining the family character of the business, which also includes wine operations in the Dealu Mare region and business hubs in the USA, Brazil, Dubai, and Cyprus.
Frequently Asked Questions
What is the value of the investment in the Reemora Spa & Hammam?
Alexandrion Group invested EUR 1.5 million to develop the wellness center at the Alexandrion Experience Hotel in Sinaia.
What facilities does the new wellness center offer?
The 1,380 sqm center includes a semi-olympic pool, hammam, jacuzzi, saunas, a salt room, and sensory showers.
Who currently manages the Alexandrion Group?
The business is managed by Antonio and Roberto Salameh, the sons of the late founder Nawaf Salameh, maintaining the family-owned nature of the group.