Ukraine’s hospitality market is entering a new stage of development. Alongside traditional formats, a new category is emerging — experience hotels, where the core value is not the room or a set of services, but a carefully designed emotional guest experience.

One of the first examples of this approach is the VIRSHI project, launched near Bukovel by the development company GREENWOOD Development.

The experience hotel format combines recreational real estate with the principles of the experience economy. At its core are stay scenarios, interaction with space, and personalized service. According to international research, over 80% of guests are willing to pay more for a high-quality customer experience, making this factor a key competitive advantage in hospitality today.

The VIRSHI project is being developed in Yablunytsia — a location offering 360-degree panoramic views of Hoverla, Petros, Khomiak, and Syniak, just 12 minutes from Bukovel, yet fully surrounded by forest and free from dense development.

The complex includes 200 apartments and 28 villas, a two-level SPA & Wellness center, infinity pools with mountain views, a conceptual restaurant and café, an event lake, a rooftop bar, and a conference hall.

A defining feature of the project is the early involvement of Maestro Hotel Management — already at the concept and design stage. This made it possible to integrate the service model directly into the architecture and spatial logic of the project.

The hotel implements a dual service model: personalized stay scenarios (“experience menu”) and Moments of Magic — unexpected emotional gestures that create a deeper connection between the guest and the brand.

According to the developer’s estimates, early participation in the project offers potential asset value growth of up to 49% by the completion of construction, or yields of up to 14% annually after the hotel opens. The minimum investment entry threshold starts at $70,000. The first phase, consisting of 8 villas, is scheduled for commissioning in October 2026.

The VIRSHI project demonstrates how a new hospitality philosophy, strong development expertise, and systematic management are shaping a new generation of recreational real estate in Ukraine.