Lithuanian group Apex Alliance, which operates five hotels in Bucharest, has appointed Vlad Cimuca as general manager of the company Courtyard by Marriott Bucharest Floreasca Hotelan initial investment of 22.5 million euros.

“Courtyard is always looking to the future; our spaces, amenities and technologies, such as mobile key and check-in, take into account the trends and emerging needs of next-generation travellers. My plan is to create memorable moments throughout the customer journey. While online reviews are prevalent and will highlight our brand strengths and challenges, we need to be strategic in mapping our customer journey. Picking key peak moments throughout the guest experience and executing those moments best can deliver maximum impact,” said Vlad Cimuca, General Manager, Courtyard by Marriott Bucharest Floreasca.

With 17 years of experience in the hospitality market and former hotel manager at DoubleTree by Hilton, Vlad Cimuca talks about a recovery in the hospitality industry and the importance of customer segmentation.

“We are seeing a slow recovery of activities for the hospitality industry and estimate an improvement in the coming period, mainly due to the easing and removal of pandemic restrictions announced by several European countries, with Romania also able to to adapt to the trend. This prospect is long awaited by the hotel industry which, strongly affected by the pandemic, has been forced to maintain its rates below 2019 levels, despite the increase in the costs of most products and services on the market. In these market conditions, we are aiming for a fresh start, with the best Chef, the best customer journey and a segmentation approach. In today’s world, focusing on purely business or leisure segmentation is too simplistic to cover the modern psychographics of customers. We need to have a clear picture of the customers we want to serve from a strategic and tactical perspective,” Cimuca continued.

With the growth of the catering division and selection criteria among customers, the hotel’s investment plan includes a new menu concept already implemented for the hotel restaurant and the redesign of the outdoor terrace. Additionally, increasing brand awareness and visibility on the online medium is part of the hotel’s business plan and management strategy.

“An agile, proactive, modern and customer-centric approach is what defines us and helps us to be the first choice in customer preferences”concluded Cimuca.

Located in the business district of the capital, the Courtyard by Marriott Bucharest Floreasca hotel benefits from the presence of large multinational companies in the region, such as IT&C brands, which strengthen the commercial potential of the district.

The 4-star Courtyard by Marriott Bucharest Floreasca, opened in October 2019, has 259 rooms spread over 13 floors. The rooms are equipped with desks, additional lighting systems and ergonomic chairs, making it an ideal workspace. The 7 conference rooms of different sizes, which can accommodate a total of 538 people, meet all the business needs of customers, alongside the restaurant.

Courtyard caters to a modern and smart business segment, offering relaxed relaxation, fashionable design, a creative environment and social interaction, in line with the specific needs of business travellers.

The hotel aims to double the number of staff under post-pandemic conditions.