Germany: Multi-brand operator Primestar Group has added a fourth brand to its portfolio, June Lux.
June Lux “blends the design and class of luxury hotels with June proprietary tech stacks” to enable a fully digital customer journey – from WhatsApp-based check-in to AI-powered digital concierge services.
It is an extension of the June Hotels portfolio, which includes the boutique hotel brand June SiX, extended stay brand June Stay, and coworking brand WorX.
The June Hotels platform is designed to be flexible, allowing for modular combinations of hospitality, living, and working. For instance, WorX is featured in all June Hotel sub-brands, and Primestar is planning to introduce a combination of June SiX and June Stay.
Ronald Giese, managing director at Primestar Group, said: “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, added: “The hospitality industry continues to shift towards digitalisation, 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.”
Primestar currently operates across Berlin, Hannover, Lake Garda, and Salzburg. Further expansion is planned throughout Europe.
Highlights:
- Primestar Group has launched June Lux, a luxury hotel brand expanding its multi-brand portfolio into the upscale hospitality segment with a digitally enabled guest experience.
- June Lux integrates proprietary technology including WhatsApp-based check-in and AI-powered concierge services, supporting a fully digital customer journey.
- The brand extends the June Hotels platform, which includes June SiX boutique hotels, June Stay extended-stay units, and WorX coworking spaces.
- Primestar Group’s modular concept allows combinations of hotel, serviced apartments, and coworking uses, with plans to integrate June SiX and June Stay across future mixed-use developments.
- The operator currently manages hospitality assets across Berlin, Hannover, Lake Garda, and Salzburg, with further European expansion planned.
