Germany: Primestar Group has introduced three brands across the hotel, long-stay and workspace sectors under the registered trademark travel.work.live.
June SiX is a boutique hotel brand and will roll out across urban and central areas throughout Europe. Selected locations will also include a June Bar.
The first hotel to open under the brand, June SiX Berlin City West, will launch on 6 June 2022. Further locations in German cities have been signed and are set to be announced throughout the year.
In addition to the hotel line, Primestar is launching an extended-stay brand, June Stay. The product is an extension of June SiX, providing extra space and amenities such as kitchenette and home office furniture.
WorX is the group’s co-working brand. It will operate in June SiX hotels and upcoming June Stay locations, as well as the existing 14 franchise hotels under Primestar. Users can gain flexible access through either a one-day pass or via a subscription model.
Andreas Erben, managing director of Primestar Group, said: “We have used the past year to further reposition the company for growth, as already announced in June 2021. We are very excited to expand our product offering by the three new brands and are confident that this step will enable us to successfully address the new hospitality trends. With the opening of our first June SiX flagship hotel in the centre of Berlin at Savignyplatz we will implement the new integrated and flexible way to travel.work.live.
“June SiX hotels offer an inspiring and unique atmosphere for our community, which is further enhanced by the focus on innovation, digitalisation and environmental awareness. All rooms are equipped with modern technology, stylish bathrooms, and premium beds. Our guests can look forward to free high-speed Wi-Fi, gyms and meeting rooms as additional features.”
Oliver Kupka, managing director of Primestar, added: “The pandemic has accelerated the cultural shift as well as the importance of change within the hospitality industry with a greater focus on digitalisation and technology as well as on new target groups. Therefore, Primestar Group’s integrated own brands June SiX, June Stay and WorX are an exciting addition to the current franchise portfolio and are equipped with a best-in-class technology architecture.”
Primestar Group currently operates 14 franchise hotels in German cities, comprising 3,334 rooms. The group is planning to increase its franchise segment to at least 20 hotels with institutional partners.
Plans are in place to expand the June SiX portfolio to up to 20 properties, including June Stay and WorX.