BERLIN — With a portfolio of 14 hotels under flags of various international brands, Berlin-based Primestar Group is looking inward for further growth.
During an interview with Hotel News Now during the 2022 International Hospitality Investment Forum, Primestar managing director Andreas Erben discussed how the launch of three new brands by the company represents the next stage of growth.
Those brands are the boutique hotel brand June Six, extended-stay brand June Stay and coworking platform WorX.
Erben said the COVID-19 pandemic showcased why it might make more sense to bring their branding in-house and take more control over property operations.
The June Six "brand we have created is targeting a guest group, which is going to city centers, is location-driven, wants to have the amenities of a good restaurant and bar concept," he said. "We also want to invite local people to come into the hotel."
He said the company will grow both through those brands and through additional partnerships with international brands like Wyndham Hotels & Resorts, IHG Hotels & Resorts, and Hilton.
Erben said Primestar has plans for 20 internationally branded properties and hope to establish presences in European countries outside of Germany, including Austria, Switzerland, The Netherlands and the U.K.
Despite geopolitical concerns in eastern Europe, Erben sees a strong travel rebound in his country for the rest of 2022.
"Now, we're performing better than 2019 — better rates, better occupancy, which makes me very happy," he said.
For more from HNN's interview with Primestar's Andreas Erben, watch the video above.