The former DoubleTree by Hilton hotel in Unirii Square, Bucharest, reopened in early April 2025 under a new luxury brand, becoming Bucharest Unirii Square – Handwritten Collection. This establishment is the first under this Accor Group brand in Romania and Southeast Europe. The transformation required an initial investment of EUR 1.5 million, plus a budget of EUR 1 million for future developments.
The rebranding process, led by the Sarieddine family, marks a strategic repositioning of the hotel. The objective is to move from a predominantly business profile to a lifestyle destination that will also appeal to tourists seeking an authentic and personalized experience.
The initial investment of €1.5 million was directed to:
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- EUR 700 thousand: Refurbishment of common areas (reception, bar, café, event rooms).
- 500 thousand EUR: Modernization of standard rooms.
- EUR 300 thousand: Structural consolidation works.
The future budget of €1 million is earmarked to strengthen the premium segment and includes:
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- EUR 360 thousand: Construction of a new floor with panoramic rooms and luxury services.
- EUR 300 thousand: Conversion of apartments (suites).
- EUR 150 thousand: Opening a boutique chocolate shop on the ground floor.
- EUR 190 thousand: Constant investments in digitalization, sustainability and quality of services.
The choice of the Handwritten Collection brand was motivated by its flexibility, allowing for the creation of a unique identity that reflects the local cultural heritage. The management relies on ultra-personalized services to differentiate itself in the market.
Since reopening, the hotel has achieved an average occupancy rate of 75%. The current guest profile is 67% business travelers and 33% tourists. The main short-term objective is the full completion of the renovation process, which has already reached 70%. The biggest challenge remains to regain visibility and customers after a two-year absence from the market due to the closure for renovation.