Hamburg, January 23, 2026 – The development of Hamburg's Elbtower is entering its next phase: The PRIMESTAR Group will open the Hilton Hamburg Elbtower in the Hanseatic city's prestigious project in the coming years. This will mark the first time the internationally leading hospitality core brand "Hilton" has been represented in Hamburg. The leading independent hospitality platform, PRIMESTAR Group, was awarded the contract for the hotel project in one of Germany's most striking high-rise developments and smart city projects by the investor consortium led by real estate investor Dieter Becken.
The future high-end hotel in the Elbtower is planned to feature 195 rooms and suites and is scheduled to open by 2029 at the latest. For the PRIMESTAR Group, the new hotel in Hamburg's Elbtower marks its entry into the five-star luxury segment, a further milestone following the successful launch of its own brands, June Six and June Stay, in 2022. The company currently operates a total of 19 hotels under seven brands at 12 locations in Germany, Austria, and Italy. The company's strategy includes further expansion in major cities in Germany, Austria, and Poland, both with its own June brands and in cooperation with long-standing franchise partners. The Elbtower will offer an integrated and digitized customer journey, incorporating the unique Natural History Museum and a state-of-the-art office building alongside the hotel, restaurant, and conference facilities operated by the PRIMESTAR Group.
Revitalization of the landmark on the Elbe
“With our new high-end hotel project in Hamburg’s Elbtower, we are taking another consistent step in the development of our group of companies,” explains Dr. Roland Rausch, Chairman of the 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." Dieter Becken With his commitment to revitalizing the landmark on the Elbe, he is doing great things for Hamburg. Our thanks also go to our long-standing franchise partner Hilton for the trusting collaboration and the joint next step into the new luxury segment.” Furthermore, the following were significantly involved in the successful negotiations between the PRIMESTAR Group and the investor consortium of Hamburg's Elbtower: Patricia Walter from the law firm Gebert Drescher as well as Marc Werner from the international law firm Hogan Lovells or 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.”
Das Digitalkonzept der Primestar Group wird unter anderem einen Online-Self-Check-in und -Check-out umfassen, genauso wie digitale Room Keys und Online-Concierge-Leistungen, zu denen Restaurantempfehlungen, Online Food to Go und die Buchung von Aktivitäten zählen. Die Technologielösungen werden in Partnerschaft mit at-visions und swissnet Group implementiert. Weitere Informationen unter https://youtu.be/S65mAiS14cM
Further information about the PRIMESTAR Group:
The PRIMESTAR Group is a leading multi-brand hotel operators with more than 4,300 rooms in German and Austrian A-cities and works with the world’s most renowned hotel brands. The “travel.work.live.” concept combines smart accommodation solutions with digital efficiency and sustainability – tailored to the needs of modern travelers and delivering real added value for guests and institutional partners. With June Six, the group operates its own boutique hotel brand that combines urban design with modern comfort. June Stay and WorX expand the traditional hospitality offering with long-stay and workspace solutions that unite operational excellence, technological innovation, and flexible usage concepts. Innovative, digital, sustainable – PRIMESTAR is shaping the future of hospitality primestar-hotels.com
