Berlin, January 16, 2026 – The PRIMESTAR Group is expanding its management board and appointing Boris Simm as a new member: effective February 1, 2026, he will assume the role of Managing Director. In his new position, he will be responsible for Operations, People & Culture, as well as the strategic expansion of the lifestyle brand June.
Simm joins the PRIMESTAR Group from outside the company, bringing extensive experience from the international hospitality industry. He transfers from the Ruby Hotels Group, where he played a key role in the company’s growth and successful scaling over recent years. In various senior leadership positions, he was responsible for operational expansion, organizational development, and the building of high-performing teams and a clearly positioned corporate culture.
“With Boris Simm, we are gaining an experienced external leader who ideally combines operational excellence, entrepreneurial thinking, and cultural leadership,” says Ronald Giese, Managing Director of the PRIMESTAR Group. “His expertise in building and scaling growing hotel and lifestyle concepts makes him the ideal appointment for the next phase of our company’s development.”
A central focus of his role will be the strategic development and clear positioning of the lifestyle brand June. The goal is to further scale the brand, sharpen its identity, and sustainably expand its market presence.
“The PRIMESTAR Group combines hospitality, technology, and lifestyle in a way that truly reflects the spirit of the times,” says Simm. “June’s clear brand vision, strong digital DNA, and high standards of operational quality immediately convinced me. Together with the team, I aim to further develop structures, consistently leverage synergies, and create sustainable added value for guests, partners, and the company.” The appointment of Boris Simm underscores the PRIMESTAR Group’s ambition to further drive operational excellence and brand development in a focused and strategic manner.
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.
