Handlery Union Square Hotel

What Handlery Union Square Hotel does

Handlery Union Square Hotel is a family-owned boutique hotel established in 1928 by Ukrainian immigrant Harry Handlery, operating 377 guest rooms and suites at 351 Geary Street in San Francisco's Union Square district. The property is split between a Historic Section featuring original Victorian architecture from the building's 1908 construction and a Premier Section with modern upgrades, balconies, and skyline views. Amenities include a heated outdoor pool, 24-hour fitness center, sauna, business center, and 1,035 sq ft of event space accommodating up to 80 guests. The hotel is now in its fourth generation of family operation under Jack Handlery (General Manager) and Jon Handlery (President), with a sister property, Handlery Hotel San Diego, as the only other operating subsidiary.

The business generates revenue primarily through nightly room rentals across multiple rate tiers, supplemented by valet parking ($67/day plus 14% tax), pet fees ($25/day), event space rentals, and a portfolio of seasonal and event-driven packages including the Macy's Shopping Experience, FIFA Soccer Tournament, Chinese New Year, Valentine's, and Pride Weekend packages. Distribution is predominantly direct-to-consumer via the TravelClick-powered website (reservations.travelclick.com), phone reservations (local and toll-free), and walk-ins, with a dedicated Corporate Travel Connection Program targeting business travelers near Moscone Convention Center and partnerships with Bay Area sports and entertainment venues (Giants, Warriors, Bill Graham Civic Auditorium, Club Fugazi). Customer segments are diversified across leisure travelers, corporate travelers, and social event guests, supported by the Handlery Rewards loyalty program (1 free night per 10 nights) redeemable across both Handlery properties.

The hotel relies on standard third-party hospitality technology (TravelClick booking platform) with no disclosed proprietary technology, AI/ML capabilities, or custom-built systems. The property holds a Green Key Global 4-Key sustainability certification (requiring a three-month independent audit) and earned TripAdvisor Travelers' Choice 2025 recognition. Operating as a private, family-controlled entity with no venture capital, private equity, or public shareholders, the business is structurally a stable, multi-generational operator focused on the Union Square micro-market and event-driven demand capture rather than geographic or technological expansion.

Name

Handlery Union Square Hotel

Legal name

Handlery Union Square Hotel

Website

https://sf.handlery.com

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

11–50 employees

Short description

Handlery Union Square Hotel is a family-owned boutique hotel in San Francisco operating 377 rooms since 1928, serving leisure travelers, corporate visitors near Moscone Convention Center, and event attendees with on-site amenities and event space.

Ownership category

akta.pro rank

Product category

Boutique Hotel Accommodation

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels & Motels (7011)

akta.pro primary industry

City/Urban Convention Hotels (THAGALAA)

akta.pro secondary industry

Convention Center–Adjacent/Connected Hotels (THAGALAD)

Keywords

• Boutique hotel accommodation
• Union square hospitality
• San francisco lodging
• Historic hotel rooms
• Family-owned hotel

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Hotel Accommodations: Room rentals across 377 guest rooms and suites including Historic Section rooms with Victorian architecture and Premier Section rooms with upgraded amenities. Revenue is generated from nightly room rates with various packages and promotional offers.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

Handlery Union Square Hotel is a family-owned boutique hotel offering 377 guest rooms and suites across a Historic Section (original Victorian architecture) and a Premier Section (upgraded modern amenities) in the heart of San Francisco's Union Square. The property also provides meeting and event space, an on-site heated outdoor pool, fitness center, sauna, business center, concierge services, pet-friendly accommodations, and valet parking. Packaged stays, themed seasonal packages, and a Handlery Rewards loyalty program generate the majority of bookings, with a dedicated Corporate Travel Program targeting business travelers near Moscone Convention Center.

Product overview

Handlery Union Square Hotel is a family-owned boutique hotel operating since 1928, offering a portfolio of 377 guest rooms and suites across Historic and Premier sections. The property provides diverse accommodation types ranging from Historic King/Queen rooms to premium suites including the San Francisco Suite, Rooftop Garden Suite, One Bedroom Suite, and Family Suite. Event capabilities include meeting space with the Union Square Room (up to 80 guests) and Geary Room boardroom (up to 14 guests). The hotel offers various promotional packages including Macy's Shopping Experience, Park and Stay, Global Soccer Package, Love Locks Forever, and Year of the Horse packages. Additional offerings include the Handlery Rewards loyalty program, Corporate Travel Program, on-site amenities (heated pool, fitness center, sauna, concierge), and a dining partners network. The property holds a 4-Key Green Key Global sustainability certification.

Differentiator

Problem solved

Functional benefit

Products and services

• Handlery Union Square Hotel Accommodations Full-service boutique hotel offering 377 guest rooms and suites in Historic and Premier sections, featuring various room configurations including King, Queen, and double bed options with modern amenities, for leisure and corporate travelers visiting San Francisco.
• San Francisco Suite Premium two-sitting-area suite with living room, sleeper sofa, dining area, private King bedroom, kitchenette with wet bar, accommodating up to four guests, for guests seeking upscale San Francisco accommodations.
• Rooftop Garden Suite Intimate suite with private patio, sophisticated living room, and wet bar, accommodating up to two guests for a romantic San Francisco retreat.
• One Bedroom Suite Spacious suite with living room, sleeper sofa, sitting area, and private King bedroom with kitchenette and wet bar, for guests wanting separate living and sleeping areas.
• Family Suite Two-bedroom suite with shared bathroom accommodating up to five guests, offering privacy and togetherness for families visiting San Francisco.
• Historic Section Rooms Historically-inspired rooms featuring Victorian architecture, high ceilings, bay windows, and city views, available in various bed configurations, for guests seeking the hotel's historic charm.
• Premier Section Rooms Luxury rooms with upgraded amenities, plush bathrobes, complimentary water, pool or city skyline views, with select rooms offering private balconies, for guests seeking modern boutique hotel experience.
• Meeting & Event Space Venues including the 1,035 sq ft Union Square Room (up to 80 guests) and 299 sq ft Geary Room boardroom (up to 14 guests) with AV equipment and catering services, for corporate meetings, workshops, and social gatherings.
• Macy's Shopping Experience Package Shopping-focused stay package including 50% off parking, $20 Macy's gift card, and Macy's Gift Bag with exclusive discount offers for Union Square shopping, available now through December 31, 2026.
• Park and Stay Package Stay package featuring complimentary parking throughout the guest's stay for hassle-free San Francisco exploration by car.
• Global Soccer Package Tournament stay package (June 1-July 5, 2026) including 30% off best available room rate, complimentary valet parking, cable car continental breakfast, and soccer souvenir, for attendees of the FIFA Soccer Tournament in San Francisco.
• Love Locks Forever Package Valentine's Day romantic package featuring heart-shaped locks, keepsake flutes, sparkling wine or cider, heart-shaped chocolates, retro Valentine's card, cable car continental breakfast for two, and valet parking for one vehicle.
• Year of the Horse Package Chinese New Year package with complimentary parking, fortune cookie, Year of the Horse charm, and lucky red envelope, for guests celebrating the Year of the Horse during March stays.
• Corporate Travel Program Business travel program offering last room availability, complimentary Wi-Fi, 20% discount at Cafe Mason, cable car continental breakfast, complimentary local calls, and fitness center access, with priority check-in and executive upgrades, for corporate travelers and convention attendees.
• Handlery Rewards Loyalty Program Frequent guest rewards program where members earn 1 free night for every 10 nights stayed, redeemable at Handlery properties in San Francisco and San Diego, for repeat leisure and business travelers.
• Hotel Amenities On-site amenities including heated outdoor pool (16x30 ft, 6.5 ft depth), 24-hour fitness center, sauna, concierge services, business center, valet parking, and pet-friendly rooms, for hotel guests during their stay.
• Dining Partners Program Partnership program with local restaurants offering exclusive discounts for hotel guests at Cafe Mason, Biscuits & Blues, Corzetti, Bodega SF, Magnin Street Cafe, David's Delicatessen, Johnny Foley's, Hinodeya Ramen Bar, Oma Sushi, Bento Taro, and Al Pastor Papi.

Quantifiable outcome

• 377 guest rooms and suites
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered minor.

• Cafe MasonminorGTM or Marketing PartnerDining partnership offering guests exclusive discounts. Cafe Mason serves American cuisine in a cozy, family-friendly atmosphere. Open daily 6:30am-2:30pm. Located in Union Square area.
• Biscuits & BluesminorGTM or Marketing PartnerDining partnership featuring Southern cuisine with live music. Located near Union Square. Open Thursday-Sunday with varying hours.
• CorzettiminorGTM or Marketing PartnerLigurian Italian restaurant and bar partnership. Features Italian Riviera-inspired cuisine. Lunch Monday-Friday 11:30am-3pm, dinner daily 3pm-10pm (11pm Fri/Sat). Happy Hour 4:30pm-6:30pm daily.
• Bodega SFminorGTM or Marketing PartnerModernized Vietnamese cuisine partnership. Evolved from family Pier 39 restaurant Bodega Bistro (2003-2017). Family-style concept for sampling authentic dishes. Located in Tenderloin District.
• Magnin Street CafeminorGTM or Marketing PartnerAmerican comfort food with gourmet touches partnership. New San Francisco eatery opened August 10, 2024. Breakfast, lunch, and dinner service. Locally sourced ingredients.
• David's DelicatessenminorGTM or Marketing PartnerUnion Square's oldest Jewish Deli, established 1952. Historic diner along Theater Row with nostalgic horseshoe counter (last on West Coast). Breakfast-focused with generous portions.
• Johnny Foley'sminorGTM or Marketing PartnerIrish and local flavors restaurant partnership. Menu crafted fresh daily. Features semi-private areas ideal for romantic dinners or business gatherings. Located in Union Square area.
• Hinodeya Ramen BarminorGTM or Marketing PartnerJapanese ramen restaurant partnership featuring authentic dashi ramen and traditional dishes. Also offers vegetarian and vegan options. Open daily 10am-1:30am.
• Oma SushiminorGTM or Marketing PartnerSushi restaurant partnership featuring master sushi chefs with over 50 years of combined experience. Combines traditional and modern sushi. Open Tuesday-Saturday 12pm-10:30pm, Sunday 4pm-10:30pm.
• Bento TarominorGTM or Marketing PartnerChinese food restaurant partnership offering dumplings, stir-fries, and bento boxes. Fresh ingredients and authentic recipes. Located in San Francisco.
• Al Pastor PapiminorGTM or Marketing PartnerMexican street food partnership specializing in trompo-cooked al pastor tacos with pineapple. Union Square location serving authentic Mexico City-style food. Tuesday-Saturday 11am-8pm.
• Club FugaziminorGTM or Marketing PartnerGuests receive 10% discount on tickets to 'Dear San Francisco' show and all food and beverages. Located in the historic venue formerly home to Beach Blanket Babylon. Features aerial acrobatics and performances.
• San Francisco Giants/Oracle ParkminorGTM or Marketing PartnerSports partnership offering 20% off Best Available Rate for guests with event tickets to Giants games at Oracle Park.
• Golden State Warriors/Chase CenterminorGTM or Marketing PartnerSports partnership offering special discounted rates for guests attending Warriors games and events at Chase Center.
• Bill Graham Civic AuditoriumminorGTM or Marketing PartnerEvent venue partnership offering discounted rates for guests attending concerts and events at Bill Graham Civic Auditorium.
• Macy's Union SquareminorGTM or Marketing PartnerShopping partnership through Macy's Shopping Experience Package offering 50% off parking, $20 Macy's Gift Card, and Macy's Gift Bag with exclusive discount offers for Union Square shopping.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• The St. Regis San Francisco: Luxury SoMa hotel walking distance to Moscone and Union Square, competing for high-end leisure and corporate guests; comparable on convention adjacency but at a meaningfully higher rate band.
• Palace Hotel, San Francisco: Historic San Francisco luxury hotel (opened 1875) with preserved landmark architecture comparable to Handlery's Victorian Historic Section; competes for historic-boutique-seeking leisure and corporate guests at a higher price point.
• Hilton San Francisco Union Square: Large chain property on Union Square with 1,900+ rooms, capturing a meaningful share of Moscone convention groups and corporate travel — competes on scale and loyalty distribution rather than boutique character.

Direct peers

• Hotel Nikko San Francisco: Union Square full-service hotel with comparable amenities (pool, fitness center, meeting space) serving leisure and convention travelers near Moscone — directly comparable on product and target segments.
• Marines' Memorial Club & Hotel: Historic mid-rise hotel near Union Square with comparable meeting space and leisure/corporate mix; competes on historic character and downtown location in a similar price tier.
• Hotel Zeppelin San Francisco: Boutique Union Square hotel with comparable room count and similar leisure/convention mix, targeting a younger design-forward traveler — competes directly on Union Square boutique positioning.
• Sir Francis Drake Hotel: Historic boutique hotel on Powell Street steps from Union Square, with comparable room count and similar leisure/convention guest mix; competes head-to-head on historic character and Union Square positioning.
• The Westin St. Francis: Iconic Union Square full-service hotel directly across the square from Handlery, targeting the same leisure, corporate, and convention demand near Moscone — most directly comparable competitor on location and segment mix.
• Kimpton Hotel Palomar San Francisco: Boutique lifestyle hotel near Union Square / SoMa targeting design-conscious leisure and corporate travelers with comparable room count and amenity profile — direct boutique competitor in the same catchment.

Others

• Handlery Hotel San Diego: Wholly-owned sister property of Handlery Union Square operated under the same family brand and Handlery Rewards loyalty program; relevant as an internal comparable for cross-property guest flow and operational benchmarking.

Market position

Strengths4 records

Weaknesses2 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/HandlerySF
• YouTubeyoutube.com/@HandleryHotels
• Facebookfacebook.com/HandlerySF
• Instagraminstagram.com/handlerysf
• TikToktiktok.com/@handleryhotels
• LinkedInlinkedin.com/company/handlery-union-square-hotel

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Handlery Union Square Hotel