Chateau-Marani reopens with renewed focus amid industry challenges. After a four-month pause, Chateau-Marani, founded by Giorgi Ushikishvili, officially reopened its doors on May 15. Located in the heart of Georgia’s wine country, its temporary closure was a strategic decision made in response to the region’s uncertain conditions and widespread booking cancellations. "It wasn't an easy choice," Ushikishvili told BM.GE. "But it was necessary to protect the team and the long-term stability of the business. Skilled staff are incredibly hard to find in our region, and we were focused on preserving our core talent."
Like many in the hospitality sector, Chateau-Marani has seen a dramatic shift in demand. Compared to the same period last year, the hotel reports an 80% decrease in workload — largely due to a steep drop in European and Eastern European visitors, who once formed the backbone of the guest list.
“We’ve received numerous messages from long-time partner agencies in Europe explaining that bookings have been put on hold due to ongoing uncertainties,” Ushikishvili said. “Eastern European tourism was already lower last summer, and this year it’s almost completely gone.”
Guests from the Gulf region continue to show interest, though their preferences — such as deluxe rooms or accommodations with built-in kitchens — present a new challenge. “Our current infrastructure doesn’t fully meet those expectations yet, but it's something we're seriously considering for the future,” he added. A planned visit from a group in the Asian market also fell through.
Despite low occupancy, Chateau-Marani remains committed to quality over quantity. “While our resources are stretched, our focus is on maintaining the high standards and personalized service we’re known for. This is not the time to talk about expansion — it's about staying resilient and keeping our promise to guests,” Ushikishvili said.
Financial constraints continue to be a major hurdle. The hotel has not generated significant revenue over the past several months.
Room rates remain competitive: a weekend stay in a standard room with breakfast is priced at 220 GEL, while weekday stays range from 130 to 140 GEL. Due to ongoing supply chain limitations, Chateau-Marani is currently only accepting advance reservations.
“We’ve had to rethink how we manage supplies, especially perishables,” Ushikishvili explained. “By operating on a reservation-only basis, we ensure we’re providing fresh, high-quality experiences — even in lean times.”
As Chateau-Marani steps into a new chapter, the team remains cautiously optimistic, ready to welcome guests who value Georgia's authentic dishes and heartfelt hospitality.
