Our Brands

Hirmer Hospitality acts as a corporate umbrella on a B2B level and combines three brand pillars, each of which represents individual hotel products.

Similarities of the three brand pillars:

  • Premium locations: top-class locations in the top holiday destinations of Germany, Austria and Northern Italy
  • Sustainability for new buildings: Focus on sustainable construction and equipment that have a connection to the location
  • Sustainability for renovations: Focus on preserving historical building fabric, taking into account sustainable standards (building materials, energy, equipment, etc.)
  • Quality & professionalism: from the ambience to the services on offer, from the hotel management to our motivated team
  • Regionality: regionally characterised gastronomy concepts and close cooperation with regional producers/suppliers

Urban Nature

Inspiring. Colourful. Cosmopolitan.

The best of both worlds: Urban Nature is a place of fusion, dual contrasts, fantasy and dreaming. City and country, community and cocooning, self-expression and security. Urban Nature positions itself as polarising living space for modern nomads with an urban attitude to life, surrounded by fancy landscapes and always in harmony with nature. Here, from the young (at-heart) backpacker to the neo-ecological hipster, everyone can choose how much city and how much nature he or she wants to experience. As if through a magical "puddle" that connects the city and the country, Urban Nature makes it easy to leave your personal comfort zone and broaden your horizons – becoming inspired by it and creating new space for yourself. We don’t stand on ceremony here. Cosmopolitanism, sociability and freedom characterise the self-image of the new brand. The first Urban Nature hotel will open in St. Peter-Ording on the North Sea.

truuee. hotels & places

Individual. Strong. True.

truuee. hotels & places creates lifestyle-focused living spaces with minds of their own, unique stories and lots of space for resonance. Addicted to freedom, in love with nature, changeable and, above all, truthful: The hotels encourage you – with specific thematic backgrounds – to reflect on yourself and to look at your own relationship to the world. The focus is always on the needs of the individual. With truuee. hotels & places everyone can be as themselves and think, say and do what they want. The brand welcomes everyone and is aimed primarily at a progressive target group of any age in the premium and luxury segment.

The first Hirmer Hospitality establishment outside the German-speaking region and also the brand pillar of truuee. hotels & places will be the newly built Hotel L’Affetto sul Lago die Garda in Salò on Lake Garda. The “Badeschloss” and “Hotel Straubinger” buildings on Straubinger Platz in Bad Gastein and the Hotel Bachmair on the Bavarian Tegernsee, which is currently being extensively renovated, will also belong to the new truuee. hotels & places brand.

Travel Charme

Bright eyes. Vacation dreams. Favourite places.

Travel Charme Hotels & Resorts, which the Hirmer Group took over in 2018, stands for unique experiences and genuine hospitality. The portfolio of the upscale holiday hotel expert currently includes nine individual establishments: the Kurhaus Binz and the Nordperd & Villen Göhren on Rügen, the Strandhotel Bansin and the Strandidyll Heringsdorf on Usedom, the Ostseehotel Kühlungsborn, the Hotel Gothisches Haus in Wernigerode and the Bergresort Werfenweng in the Salzburg region, the Fürstenhaus on Lake Achensee in Tyrol and the Ifen Hotel in the Kleinwalsertal. The individual hotels not only impress with their unique dreamy location, they also inspire their guests with an unmistakable mixture of personal service, a pinch of adventure and a lot of passion.