The Hirmer Group combines the tradition of a third generation managed family-run company from Munich with the dynamism of a modern group of companies. As Germany's first address for men's fashion and as a real estate company, and also in the hospitality industry. With its growing commitment, the Hirmer Group is clearly committed to the hotel industry even in times of crisis, positioning itself as a trustworthy brand and a reliable employer.

Hirmer Hospitality stands for responsible, market-oriented entrepreneurship and, as a strong B2B figurehead, represents the values of the Hirmer family: competence, economic expertise, human integrity and sustainable vision determine our entrepreneurial actions.


Hirmer Hospitality unites two strong hotel brands under one roof:

The modern, young lifestyle brand Urban Nature with its first house on the North Sea in St. Peter-Ording.

Urban Nature

The Travel Charme Hotels & Resorts brand with nine holiday hotels in the quality and premium segment on the Baltic Sea, in the Harz Mountains and in the Alps.

Travel Charme

We are always extending our portfolio by adding the extraordinary. Currently there are several stunning hotel projects in Germany, Austria and Italy in the making.

weitere Hotelprojekte

The Management

Thomas Hoffelner

Thomas Hoffelner

Thomas Hoffelner has been part of the Hirmer Hospitality management team since November 2022. He brings in-depth experience and professional know-how from more than 20 years as a leader and manager in the financial area of numerous national and international groups as well as medium-sized companies. He held various positions at well-known hotel chains and hotel operating companies, such as Starwood Hotels & Resorts, Hilton Worldwide, Marriott International, Seiler Hotels Zermatt AG and Danube Hotels Betrieb GmbH.

Prior to joining Hirmer Hospitality, Thomas Hoffelner demonstrated his expertise as Managing Director and Director Finance Operation at Intercontinental Hotels Management GmbH in the strategic alignment of hotels in Northern Europe and Russia. In his role as Managing Director and Chief Financial Officer of Hirmer Hospitality, he now assumes primary responsibility for all financial matters across the company and contributes to strategic management.

Edith Gerhardt, Management of Hirmer Hospitality

Edith Gerhardt

Edith Gerhardt was appointed to Hirmer Hospitality in December 2021. The trained hotel manager joined from Marriott International, where she was most recently responsible for the rollout of successful hotel opening concepts as Vice President Openings & Conversions, EMEA. Prior to this, Edith Gerhardt held various positions at the US hotel chain The Ritz-Carlton for more than 20 years. Among them was the management of the Ritz-Carlton, Wolfsburg from 2010 to 2018.

The Landmark Mandarin Oriental, Hong Kong is also on her list of experiences. Edith Gerhardt is responsible for the strategic development of the new brand architecture and brings her many years of experience in the areas of hotel operations and openings to the table.



On the other hand, Hirmer Immobilien specialises in developing hotel projects in prime locations across Germany, Austria, and northern Italy. These are unified and operated by Hirmer Hospitality.

The portfolio is complemented by hotels that Hirmer Immobilien is building or refurbishing. Projects include the Hotel & Spa Campo Bahia in Brazil, the Hotel Elephant in Weimar, the Motel One Beethoven/Berliner Freiheit in Bonn, the Arcona Bach 14 in Leipzig, as well as the Arcona Living and Hirmer Stammhaus in Munich.

Further references at:

Hotel Ifen Kleinwalsertal
Baltic Sea Hotel Kühlungsborn

The Hirmer Hospitality division, newly founded in 2021, underlines the company’s commitment to the hospitality sector and forms the basis for further growth in this segment. Hirmer Hospitality pursues the goal of sustainably shaping the industry, positioning itself as a valuable employer brand and rising among the market-leading hotel companies in Germany in the long term.

Hirmer Hospitality is closely associated with Hirmer Immobilien. Hirmer Immobilien currently manages around 138,000 sqm of real estate (as of 2021) and is committed to the sustainable development, realization and portfolio management of its own projects in prime locations and of high quality. On the one hand, the company uses its high level of sector and location expertise to identify suitable retail space specifically for the textile retail sector and to steadily expand its real estate portfolio, primarily in Germany.