UNITA Turism Holding, one of the most important hotel chains in Romania, announces the commencement of an extensive rebranding process, marking the transition to the new UNITA HOTELS identity. After more than two decades of activity in which the company has developed and consolidated lasting relationships with its clients and built a diversified portfolio of accommodation units, the new brand more clearly reflects the chain’s position as a benchmark on the Romanian hotel market, as well as the ambition to connect the most important destinations through a unified identity.

Thus, UNITA HOTELS starts from the idea of hospitality built around people and authentic experiences, and the rebranding direction places emphasis on the authentic relationship with guests, on familiar comfort and on creating experiences close to the local specificity of each destination in the portfolio. At the same time, the company aims to better showcase the tradition of Romanian hospitality, through services adapted to clients’ current expectations and through an extended collaboration with local partners and suppliers.

Through the new identity, UNITA HOTELS seeks to consolidate a unified experience across the entire network, built around the idea of closeness to guests and connection to the key destinations in Romania.

“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, alongside the country’s cycles of modernisation, and we believe in the real potential of this market. Romania has taken important steps, however there is a great deal of room for development in the tourism sector, and we want to be here and continue to deliver quality. We aim to offer a coherent experience across all destinations in the portfolio, raising the standard of services to a common, easily recognisable level. Through UNITA HOTELS we consolidate our role as a key partner for our clients’ hospitality needs, wherever required in the country,” says Mr. Marc Eichert, President of the Board of Directors of UNITA HOTELS.

The rebranding process is supported by an investment plan worth 11 million euros, directed towards the modernisation of existing units, the improvement of facilities and the optimisation of services offered. The investments target, primarily, the modernisation of accommodation spaces and common areas, the digitalisation of services and energy efficiency, as well as the consolidation of the company’s position in the key destinations in the portfolio.

At the same time, UNITA HOTELS continues investments in digitalisation, the new platform www.unitahotels.ro offering the possibility of direct bookings for all hotels in the network and facilitating quick access to updated information about each destination in the portfolio. On this occasion, UNITA HOTELS offers a 20% discount on bookings made directly on the new website, for stays up to 31.12.2026. The offer is valid until 30.06.2026.

The UNITA story was born at the beginning of the 2000s, when Josef Goschy, the company’s founder, shifted his strategic interest from the insurance sector towards the hospitality industry. Born in Sânnicolau Mare and professionally trained in Timișoara, he gradually built a hotel portfolio based on key destinations in Romania locations situated in the heart of cities or in areas with high tourism potential, which became, over time, benchmarks for the hospitality services offered.

The network brings together hotels located in cities such as Iași and Cluj-Napoca, with units on the Black Sea coast in Mamaia, as well as destinations with a spa and wellness specificity: 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 development strategy pursued the integration of hotels with their own identity into a coherent system, capable of offering consistent services adapted to various types of tourism business and leisure. After a period of consolidation and efficiency improvement, UNITA HOTELS currently operates 9 hotels, totalling over 2,100 accommodation places, with facilities adapted to current industry standards.

The portfolio is complemented by its own restaurants and bars, which offer a variety of dishes from international and Romanian cuisine, as well as spaces dedicated to event organisation. At the same time, the company has developed its component dedicated to the professional environment, providing infrastructure for business meetings, team development programmes, conferences and academic or institutional events.

Through this integrated approach, UNITA HOTELS consolidates its role as a benchmark on the Romanian hotel market and reaffirms its commitment to remaining close to clients, in key destinations throughout the country.