Michael Struck, CEO Ruby
Casual, highly efficient and especially affordable – the Munich-based Ruby Group is breaking new ground in the hotel market. With a streamlined structure and a focus on the essentials, the brand, founded in 2013, offers a modern, affordable take on the luxury hotel experience. In an interview, founder and CEO Michael Struck reveals was lies behind its “Lean Luxury” philosophy, how Ruby is also growing during the pandemic, why ECE is a role model for him, and why his guests don’t care about golden faucets.
Affordable Luxury: This is what the "Lean Luxury" philosophy looks like
Mr. Struck, what particularly sets your “Lean Luxury” philosophy apart? Who is your target demographic?
Michael Struck: Ruby is designed for travelers who define luxury by the extent to which it enriches them internally. Our target demographic isn’t so much looking for status attributes like a golden faucet, a marble lobby, or ballroom-sized rooms. Feeling inspired is more important to them. That the atmosphere reflects as much individualism as they feel about themselves. A place with soul and character, with tangible local roots, centrally located, as a gateway to the most exciting places in the city. In addition, we offer extremely comfortable beds for a great night’s sleep, highly ergonomic rooms, and streamlined booking, arrival, and departure processes. And we do this at a lean price point by eliminating everything – from the point of view of our target clientele – that is superfluous or unimportant, by planning and building efficiently in terms of space, and by organizing our human resources extremely efficiently behind the scenes – above all through centralization and automation.