Ruby opens first hotel in the Netherlands

Ruby continues its expansion in Europe and will open its first hotel in Amsterdam in May with 288 rooms on 21 floors. For the Ruby Group, led by founder and CEO Michael Struck, entering the market in the Netherlands is a new milestone.

The Ruby Emma Hotel has 288 rooms on 21 floors and a bar that is open 24/7. The building is an existing hotel. This is the Group’s first rebranding project. The public areas will be given a completely new design. The emphasis is mainly on high-quality and sustainable materials. In addition, just like in Ruby Leni in Düsseldorf, there will be spacious Resident Rooms. They also have a free-standing bath and offer enough space for a longer stay. The opening of the hotel is planned in two phases: the hotel rooms in May 2022, the restaurant in September 2022.

The new hotel is located in the up-and-coming urban district of Amstelkwartier, as part of an urban sustainability initiative of the city of Amsterdam. With its sustainable construction and energy-efficiency systems, the building, which was the first in Europe to be LEED Platinum certified in 2018, blends in perfectly with its surroundings. The hotel is only five minutes from the De Pijp district with its many bars and restaurants. It is ten minutes by metro to Amsterdam Central Station, and fifteen minutes by car to Schiphol.

“Ruby’s Lean Luxury philosophy focuses on a growing niche in Amsterdam’s highly competitive hotel market. In addition, Ruby Emma stands out in the market for its durability, not least thanks to its construction technology,” says Julian Mörs, Group Director Development at Ruby.

Ruby hotels Fact & Figures

The Ruby Group from Munich is led by founder and CEO Michael Struck. With a lean organizational structure and a focus on the essentials, Ruby succeeds in creating a contemporary, affordable form of luxury for the modern, price- and style-conscious guest. Founded in 2013, the group operates thirteen Ruby Hotels, with a further 22 hotels under construction or in the planning stage.

With the Joint Venture Ruby Asia, founded in 2018, Ruby is expanding into Asia. In addition, Ruby offers Ruby Workspaces in Munich, Hamburg and Düsseldorf. These are workplaces in a creative environment with access to a business community. Financially strong partners support the expansion of Ruby. ECE Group; the Austrian Soravia Group; Frager Investment, a German Family Office; Ocean Link, a private equity fund; Michael Hehn, entrepreneur and Michael Struck jointly own the shares of the company.

Read the exclusive interview Hospitality Management had with CEO Michael Struck in 2019.

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