Berlin, January 12, 2026 – The PRIMESTAR Group continues to expand and is strengthening its leadership team as part of its strategic development, placing an even stronger emphasis on digitalization and its four core corporate values “4P”: People, Passion, Professionalism, and Progress.
Effective January 1, 2026, Uta Scheurer will join the leadership team as Chief People Officer. In this role, she will be responsible for the People & Culture division and will make a significant contribution to the further development of the four core values as well as to strengthening organizational and corporate culture.
Uta Scheurer is looking forward to the new challenge: “The PRIMESTAR Group is excellently positioned for the future. For me, people are at the center of success. My goal is to establish PRIMESTAR as an authentic and strong employer brand – a place that attracts talent and where employees feel a sense of belonging, can develop, and grow. The focus will be on purposefully further developing and strengthening the corporate culture, sustainably promoting leadership, and systematically building the next generation of leaders,” says Uta Scheurer.
Uta Scheurer brings many years of international experience in building modern People & Culture structures. Most recently, she played a key role at Ruby Hotels in developing and advancing culture, leadership, and HR topics in a rapidly growing environment.
By expanding its leadership team, the PRIMESTAR Group underlines its ambition to consistently combine sustainable growth, a modern corporate culture, and professional organizational development.
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.
