How do Ruby Hotels differ from other lifestyle hotels?
Michael Struck - Our concept is "lean luxuryA sober and relevant luxury. We've taken the idea of a luxury hotel and stripped it down. After all, what is essential for our customers? First and foremost a central locationbut also rooms with coreWe've also created a range of rooms where they feel at home, because they're functional, with quality equipment and materials, and very good breakfasts. We offer all this, but at the same time we've started from scratch, thinking about how we can offer our customers the best possible service. improving the hotel's efficiency. This translates into redesigned spaces - the rooms are 16 m², for example - and a reorganised operation with the centralisation of functions that could be centralised. The check-in, check-out and payment processes have also been automated. In the end, these savings do not affect the customer experience, but make it possible to offer light prices.
So your aim is to make luxury affordable?
We intend to democratise it, with the quality of a five-star hotel at a lower price than a four-star hotel. We don't want to be a chain, but a group of individual hotelsThe bars are happening places, where artists and DJs come to perform. This local experience is important. As well as travel guides to the destination, we spend a lot of time finding teams who reflect their city and know it inside out.
We have been working on entering the French market for several years now.
What are your development objectives?
We currently have seven establishments. In addition to these, we have ten hotels under development in Europe - in LondonZurich, GenevaHelsinki, Cologne and Frankfurt - and three others in China, in Shanghai, Zuhai and Xian. We are also working to enter the French market for several years now. I hope to be able to announce my first project soon.
