Hilton Hamburg Elbtower
PRIMESTAR Group Secures Hilton Hotel Project within Hamburg’s Landmark Elbtower Development
The development of Hamburg's iconic Elbtower is progressing into its next phase: the PRIMESTAR Group has been selected to operate the future Hilton Hamburg Elbtower, marking Hilton's debut in the Hanseatic city. PRIMESTAR Group, one of Europe's leading independent hospitality platforms, was awarded the hotel project by the investor consortium led by real estate investor Dieter Becken.
Photo by Hilton
Set to open by 2029, the high-end hotel will feature 195 rooms and suites, anchoring the hospitality component of one of Germany's most significant upcoming smart-city developments. For PRIMESTAR Group, the Elbtower project represents its formal entry into the five-star luxury segment, building on the momentum following the launch of its own brands June Six and June Stay in 2022. Today, the group operates 19 hotels under seven brands across twelve destinations in Germany, Austria, and Italy, with a strategic growth pipeline focused on major cities in Germany, Austria, and Poland.
The Elbtower property will offer a fully connected and digitally enabled guest journey, complemented by direct access to cultural, hospitality and business offerings within its immediate environment. These include PRIMESTAR Group-operated restaurants and meeting spaces, as well as seamless access to the Natural History Museum and the adjacent state-of-the-art office complex.
Reinventing A Future Hamburg Landmark
"With our new high-end hotel project in the Hamburg Elbtower, we are taking another decisive step in the development of our group," says Dr. Roland Rausch, Chairman of PRIMESTAR Group. "I would like to express my sincere thanks to real estate investor Dieter Becken and his team for their confidence in our forward-looking concept. His commitment to revitalizing this landmark on the Elbe makes a significant contribution to the future of Hamburg. Our thanks also go to our long-standing franchise partner Hilton for the trust as we jointly expand into the luxury segment."
Key contributors to the successful negotiation process included Patricia Walter (Gebert Drescher), Marc Werner (Hogan Lovells), and ARP Architects.
A Digitally Connected Guest Experience for Smart City Hamburg
PRIMESTAR Group is designing the Hilton Hamburg Elbtower as a flagship property built around a clear digital vision that aligns with the evolution of Smart City Hamburg. "We see ourselves as pioneers in hospitality digitalization and will continue to advance this vision in Elbtower through a fully digital guest journey that integrates seamlessly into the customer experience of the unique Natural History Museum and the new office spaces," explains Dr. Rausch. "This approach not only enhances comfort for our guests but also contributes to improved sustainability."
The hotel's digital ecosystem will feature mobile self check-in and check-out, digital room keys, and online concierge services, including restaurant recommendations, food-to-go options and activity bookings. The technology infrastructure will be developed in partnership with at-visions and swissnet Group.