Page 22 - June #173

Make Your stories directly from our destinations, and we launched Ruby TV, our
“We have also expanded our content strategy for more unique

own in-house TV channel, showing exclusive content from Ruby for our
Own Story guests,” Struck highlights.
Sustainability is and has been an integral part of Ruby’s philosophy
from the start. Energy efficiency is part of their technical expertise,
augmented by their space efficiency. Plastic was banned from their Düsseldorf, Germany
With its lean luxury philosophy, Ruby Hotels has a streamlined organisational properties a long time ago and they make sure to reduce waste by
going for large-volume bindings, reusability and recyclability; with a good
structure and succeeds in creating a contemporary, affordable form of luxury example of this being their self-created amenity products.
for modern, cost and style-conscious customers. Here, RLI spends some time “Even in our buildings and furnishings, our focus is on re-use of the
with Michael Struck, Founder & CEO of the company to discuss its ongoing existing, rather than absorbing resources for new manufacture.
We source locally, wherever possible, from suppliers who
expansion plans and sustainability efforts. work sustainably; in foods, this means most of our products
are organic. There is more, but hopefully this gives you
Founded in 2013, Ruby Hotels is breaking new ground with its Recent hotel launches by Ruby Hotels include their second hotel in an idea of how importantly we take sustainability,”
unique ethos. By prioritising certain elements and streamlining Munich, Ruby Rosi, and their first hotel in Geneva, Ruby Claire just a few says Struck.
Ftheir operation, they can offer guests what matters to them weeks ago. One more opening meanwhile, Ruby Emma in Amsterdam, is on With their lean luxury approach, Ruby Hotels can
most, affordable luxury. course to open imminently. Looking ahead they are excited to continue their consistently offer something new and it means
This concept succeeds because they accommodate these unique expansion successfully in Ireland, Scotland and other European countries. the brand offers an experience others in the
settings in a relatively condensed space, foregoing unnecessary services. “We already have some exciting projects and also new markets in industry cannot. While it is a competitive
Thanks to proprietary technical innovations, the brand plans, builds and the pipeline for the next years. This will include cities like Dublin and concept, Struck highlights that you need
organises itself differently from conventional hotels. Florence, but also further openings in London and Frankfurt are planned. smart and passionate people to bring
“To be specific, we plan and build in a very modular way, centralising In addition, we are of course continuously looking at other markets in it to life, and the team at Ruby do
and automating processes behind the scenes wherever possible,” Europe. Further afield, back in 2018, we established a joint venture this with precision and he readily
explains Michael Struck, Founder & CEO, Ruby Hotels. “This helps us in China together with our partner Delonix, formerly known as the admits the Ruby team is the
create a luxurious and unique hotel experience at an affordable price.” Betterwood Group,” explains Struck. most important factor behind
The business currently operates fourteen hotels across Germany, When speaking about what initially attracts Ruby to new properties, their success.
Switzerland, Austria and the UK, with another scheduled to open the Founder & CEO immediately says location. He goes onto say that “As we look to the future,
in Amsterdam in the coming weeks. Away from their current for their target group, it is key to be in the gastronomical and nightlife one challenge for Ruby will
operating portfolio, nine more sites are contractually secured hotspots, those areas of a city where the creative crowd meets. At the be to maintain our strategic
and under construction, which will add Italy and Ireland to their same time, they want their guests to be well connected in terms of discipline, focusing strictly on
geographic portfolio. transport, as well as being within close reach of the central business our niche and remaining true
The company also operates Ruby Workspaces, which are perfectly district (CBD) and key leisure attractions. to our lean philosophy. The
equipped workplaces that garner a creative atmosphere and offer an Since the beginning, online capabilities have been a major strength of second one will be finding,
inspiring office environment. Two of these are currently operating the brand and this year they are planning to relaunch their website in and keeping, the right people
in Germany, with three more set to open shortly in the Austria and order to offer their customers an even better experience and a more to execute, by living and
the Netherlands. intuitive way of booking. promoting Ruby’s unique
culture,” Struck concludes.
Zürich, Switzerland

Cologne, Germany

Frankfurt, Germany

Düsseldorf, Germany

22 RETAIL & LEISURE INTERNATIONAL JUNE 2022