{"id":110730,"date":"2025-07-23T21:10:27","date_gmt":"2025-07-23T18:10:27","guid":{"rendered":"https:\/\/rhn.ro\/bucharest-unirii-square-handwritten-collection-continues-investments\/"},"modified":"2025-07-23T21:10:27","modified_gmt":"2025-07-23T18:10:27","slug":"bucharest-unirii-square-handwritten-collection-continues-investments","status":"publish","type":"post","link":"https:\/\/rhn.ro\/en\/bucharest-unirii-square-handwritten-collection-continues-investments\/","title":{"rendered":"Bucharest Unirii Square &#8211; Handwritten Collection continues investments"},"content":{"rendered":"<p>The former DoubleTree by Hilton hotel in Unirii Square, Bucharest, reopened in early April 2025 under a new luxury brand, becoming Bucharest Unirii Square &#8211; 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.   <\/p>\n<p>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. <\/p>\n<p>The initial investment of \u20ac1.5 million was directed to:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>EUR 700 thousand: Refurbishment of common areas (reception, bar, caf\u00e9, event rooms).<\/li>\n<li>500 thousand EUR: Modernization of standard rooms.<\/li>\n<li>EUR 300 thousand: Structural consolidation works.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>The future budget of \u20ac1 million is earmarked to strengthen the premium segment and includes:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>EUR 360 thousand: Construction of a new floor with panoramic rooms and luxury services.<\/li>\n<li>EUR 300 thousand: Conversion of apartments (suites).<\/li>\n<li>EUR 150 thousand: Opening a boutique chocolate shop on the ground floor.<\/li>\n<li>EUR 190 thousand: Constant investments in digitalization, sustainability and quality of services.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>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. <\/p>\n<p>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.   <\/p>\n","protected":false},"excerpt":{"rendered":"<p>The former DoubleTree by Hilton hotel in Unirii Square, Bucharest, reopened in early April 2025 under a new luxury brand, becoming Bucharest Unirii Square &#8211; 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&hellip;<\/p>\n","protected":false},"author":8,"featured_media":109660,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2853],"tags":[2888,2866,2862,2864,4596],"thb-sponsors":[],"class_list":["post-110730","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-investment","tag-bucharest","tag-bucharest-unirii-square-en","tag-doubletree-by-hilton-en","tag-handwritten-collection-en","tag-union-square"],"article_style_override":"","post-style":"","post_via":"","post-top-image":"","_links":{"self":[{"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/posts\/110730","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/comments?post=110730"}],"version-history":[{"count":0,"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/posts\/110730\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/media\/109660"}],"wp:attachment":[{"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/media?parent=110730"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/categories?post=110730"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/tags?post=110730"},{"taxonomy":"thb-sponsors","embeddable":true,"href":"https:\/\/rhn.ro\/en\/wp-json\/wp\/v2\/thb-sponsors?post=110730"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}