German franchise operator Primestar Group is launching three new brands as it looks to tap into new travel trends.
The expansion of the company’s offering builds on its existing franchise network, which consists of 14 franchise hotels in German cities.
The three new brands — June SiX, June Stay and WorX — are built around the “travel.work.live." concept.
The first flagship June SiX hotel will open on 6 June 2022 as June SiX Berlin City West. Further locations in German locations have been signed and will be announced during the remainder of the year.
In addition to the June SiX hotel line, Primestar Group is launching its long-stay brand June Stay as well as its co-working platform WorX.
Over the long term, Primestar Group is planning to increase its franchise segment to at least 20 hotels with institutional partners. It plans to expand the June SiX portfolio to up to 20 properties including June Stay, a long-stay concept, and workspace network WorX. For its own brand, the Group is focusing on growth via the acquisition of existing hotels, leases, or operators.
What They Said
Andreas Erben, CEO 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.
Oliver Kupka, managing director of Primestar, said: “The pandemic has accelerated the cultural shift as well as the importance of change within the hospitality industry with a greater focus on digitalization 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.”