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

Petra Deuter - Managing Director and CEO of Travel Charme and Hirmer Hospitality

Petra Deuter

Petra Deuter joined the company in June 2023 in her role as Managing Director and CEO of Travel Charme and Hirmer Hospitality.

A respected executive in Germany and abroad, she brings more than 20 years of experience in strategic, commercial and operational tourism areas. Her career has taken her to a number of renowned brands in the upscale hotel industry. In addition to Iconic Luxury Hotels/L+R Hotels, for example, Highgate Hotels and Mamaison Hotels & Residences are among her previous professional stations.

She has already demonstrated her multifaceted knowledge and skills in a variety of management positions. Amongst others she has served as CEO, managing director and board member, as well as in asset management, branding, operations, sales and marketing.

In addition to her proven expertise, above all Petra Deuter relies in her role at Hirmer Hospitality on the values that are established in the company as a guarantee for appreciative cooperation and the responsible treatment of all employees.

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.


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.