Berlin, 14. April 2026 Following the successful launch of its integrated brand ecosystem in 2022, PRIMESTAR Group is taking the next strategic step by entering the luxury hospitality segment with June Lux, further strengthening June Hotels as its core brand platform across urban hospitality.
Recently PRIMESTAR Group has announced its formal entry into the 5-star luxury segment with the forthcoming Hilton Elbtower project.
With its “travel.work.live.” ecosystem, PRIMESTAR has created a modular and fully integrated offering combining June SiX, June Stay, and WorX, into a unified guest experience. The introduction of June Lux represents the next step in this evolution, extending the brand into a contemporary luxury segment while maintaining full integration across all June elements.
With June Lux, PRIMESTAR introduces a new category of luxury hospitality – one that is rooted in urban lifestyle, design, and seamless technology rather than traditional 5-star conventions.
The concept focuses on an integrated luxury experience, where physical space and digital service merge into a frictionless guest journey. It perfectly blends the design and class of luxury hotels with June proprietary technological stacks enabling a fully digital Customer Journey - from WhatsApp-based check-in to AI-powered digital concierge services. At the same time, the traditional hotel reception is reimagined as a high-end concierge touchpoint, combining personal service with digital efficiency to create a seamless and elevated guest interaction.
PRIMESTAR deliberately moves away from rigid classifications such as “4-star” or “5-star.” Instead, the Group follows a modular, integrative, and fresh approach, where the essential services of traditional luxury hospitality are reimagined through digitalization and intelligent design. June Lux embodies this philosophy by combining high-end architecture, seamless technology, and a strong focus on urban lifestyle.
June Lux is not a standalone concept but an extension of the broader June ecosystem. PRIMESTAR continues to flexibly combine its brand components – June SiX, June Stay, and WorX – into cohesive, location-specific solutions. This modular approach allows the Group to deliver a consistent yet highly adaptable guest experience across short stay, long stay, workspace, and now luxury hospitality formats.
The different subbrands can be comined flexibly for sizable hotel projects. PRIMESTAR Group is planning to introduce the combination of June Six&Stay further building on a modular combination of June Six as urban lifestyle hotel brand, designed for city explorers and business travellers who want design, community and June Stay as flexible, home-like stay concept, created for longer stays. The own brand work space WorX is featured in all June Hotel subbrands.
Across the June portfolio, services such as June Barista further enhance this seamless experience, allowing guests to start their day effortlessly by ordering coffee directly from the comfort of their bed via their phone and enjoy it freshly prepared without waiting.
Ronald Giese, Managing Director at PRIMESTAR Group: “With June, we have created a platform that can evolve with the changing expectations of our guests. The launch of June Lux is a natural next step, allowing us to bring our integrated approach into the luxury segment while staying true to our core idea of flexibility and innovation.”
Boris Simm, Managing Director at PRIMESTAR Group: “The hospitality industry continues to shift towards digitalization, efficiency, and new use cases. With June Lux and the broader June ecosystem, we are able to offer a highly adaptable product that connects travel, work, and living in a way that is both scalable and future-proof.”
More information on June
June Hotels represents PRIMESTAR Group’s integrated brand platform, combining June SiX (boutique urban hotels), June Stay (long-stay living), WorX (workspace environments), and now June LuX into a unified ecosystem. The brand is designed to flexibly adapt to different markets and guest needs, allowing for modular combinations of hospitality, living, and working. The June portfolio currently includes locations in Berlin, Hannover, Lake Garda, and Salzburg, with further expansion planned across key European destinations. Depending on the project and strategic fit, June Hotels can be operated independently or in partnership with global hospitality groups, including soft brand integrations such as Tribute Portfolio or Autograph Collection by Marriott. For more information, please visit https://june-six-hotels.com/en/
More Information on PRIMESTAR Group
The PRIMESTAR Group is a leading multi-brand hotel operator 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. For more information, please visit https://primestar-hotels.com
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