UNITA Turism Holding Becomes UNITA HOTELS and Launches an Extensive Rebranding and Investment Program
UNITA Turism Holding Becomes UNITA HOTELS and Launches an Extensive Rebranding and Investment Program
UNITA Turism Holding, one of Romania’s leading hotel chains with 100% Romanian ownership, announces the launch of an extensive rebranding process, marking its transition to the new identity: UNITA HOTELS. After more than two decades of activity during which the company developed and strengthened lasting relationships with its guests and built a diversified portfolio of accommodation properties, the new brand more clearly reflects the group’s position as a landmark in Romania’s hospitality market, as well as its ambition to connect the country’s most important destinations under a unified identity.
UNITA HOTELS is built around the concept of hospitality centered on people and authentic experiences. The rebranding strategy emphasizes genuine guest relationships, familiar comfort, and the creation of experiences closely connected to the local character of each destination within the portfolio. At the same time, the company aims to further promote the tradition of Romanian hospitality through services adapted to contemporary guest expectations and through expanded collaboration with local partners and suppliers. Through its new identity, UNITA HOTELS seeks to strengthen a consistent experience across its entire network, built around guest proximity and connection to Romania’s key destinations.
“UNITA HOTELS is a natural step in our evolution—an identity that more clearly reflects what we have built over time and the direction in which we are heading. We have grown alongside Romania and its modernization cycles, and we strongly believe in the real potential of this market. Romania has made significant progress, yet there remains considerable room for development in the tourism sector, and we want to be here to continue delivering quality. Our goal is to provide a consistent experience across all destinations in our portfolio, raising service standards to a common and easily recognizable level. Through UNITA HOTELS, we are strengthening our role as a key partner for our guests’ hospitality needs, wherever they may arise throughout the country,” said Marc Eichert, Chairman of the Board of Directors of UNITA HOTELS.
The rebranding process is supported by an investment plan worth EUR 11 million, directed toward the modernization of existing properties, enhancement of facilities, and optimization of services. The investments primarily focus on upgrading accommodation units and public areas, accelerating digital transformation and energy efficiency initiatives, and strengthening the company’s position in its key destinations.
At the same time, UNITA HOTELS continues to invest in digitalization. The new platform, www.unitahotels.ro, enables direct bookings for all hotels within the network and provides quick access to updated information abo&ut each destination in the portfolio.
The UNITA story began in the early 2000s, when Josef Goschy, the company’s founder, shifted his strategic focus from the insurance sector to the hospitality industry. Born in Sânnicolau Mare and professionally trained in Timișoara, he gradually built a hotel portfolio based on key destinations across Romania—properties located in city centers or areas with strong tourism potential, which have become recognized landmarks for the hospitality services they provide.
The network includes hotels located in cities such as Iași and Cluj-Napoca, as well as seaside properties in Mamaia and spa destinations across the country: Hotel Amiral Mamaia, Hotel Comandor Mamaia, Hotel Orfeu Mamaia, Hotel Moldova Iași, Hotel Belvedere Cluj-Napoca, Hotel Sarmis Deva, Hotel Traian Brăila, Hotel Egreta Tulcea, and Hotel Flora Lacu Sărat. The company’s development strategy has focused on integrating hotels with distinct identities into a coherent system capable of delivering consistent services tailored to various segments of tourism, including both business and leisure travel.
Following a period of consolidation and operational optimization, UNITA HOTELS currently operates nine hotels, offering more than 2,100 accommodation places, with facilities aligned with current industry standards. The portfolio is complemented by company-owned restaurants and bars serving a variety of international and Romanian cuisine, as well as dedicated event spaces.
The company has also developed a strong business hospitality component, providing infrastructure for corporate meetings, team development programs, conferences, academic events, and institutional gatherings. Through this integrated approach, UNITA HOTELS continues to strengthen its position as a benchmark in Romania’s hospitality industry and reaffirms its commitment to remaining close to its guests in key destinations across the country.
For further information, please contact us at: comunicare@unitahotels.ro
UNITA HOTELS Communications Office