Oetker Hotels is strengthening its focus on creating emotional connections with luxury travellers by emphasising authenticity, heritage and highly personalised service across its properties worldwide, according to the company’s CEO.
In a recent interview, Timo Gruenert, CEO of Oetker Hotels, said the group’s strategy rejects uniform luxury design in favour of distinctive, individually curated hotel experiences. He highlighted the two-year renovation of the historic Brenners Park-Hotel & Spa in Baden-Baden, Germany, as a flagship example.
The renovation blends the hotel’s long legacy with modern amenities while preserving its heritage. Gruenert said the approach reflects the brand’s belief in long-term investment and treating each property as a “masterpiece,” rather than expanding rapidly or adopting standard designs.
Sustainability is also integral to the group’s philosophy. The Brenners project incorporated upcycling and regional sourcing, with the company saying environmental and social responsibility are natural parts of its values, not just marketing tools.
The hotel group is also expanding its wellness offerings, with Brenners introducing new outdoor and nature-based experiences, and a mental wellbeing programme set to start in January 2026.
Oetker Hotels intends to expand carefully in the future, giving special places top priority. After recent debuts like Hotel La Palma in Capri, its next significant opening, The Vineta in Palm Beach, is slated for 2026.
According to the company, demand from Indian luxury travelers is growing, especially for extended stays and private lodging in Europe and other locations. Oetker Hotels is increasing collaborations and marketing initiatives targeted at Indian visitors in order to bolster its footprint.
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