Park-Hotel Hagenbeck
in Hamburg.

  • The world's first zoo-themed hotel
  • Award-winning Hotel Property of the Year
  • Successful spin-off into an independent entity
  • 158 rooms with a unique brand profile

Case Study. A carve-out into independence.

The Park-Hotel Hagenbeck is the world’s first zoo-themed hotel and is located right next to one of Europe’s most famous zoological destinations. 

HOSPITALITY X guided the hotel toward independence and completely repositioned it—including a brand-new tech stack and independent marketing.

Context. Background & Challenge.

  • A themed hotel with a strong emotional connection to the brand.
  • Transition from a larger group to an independent operation.
  • Need to restructure systems, processes, and market presence within a short period of time.
  • High expectations for a consistent brand and guest experience in the themed segment.

HOSPITALITY X. Role & Responsibilities.

  • OPERATIONAL AUTONOMY

    A transformation on the operator's side from a larger network to operational independence.

  • ORGANIZATION & TECH

    Responsibility for organizational structure, tech stack, and market presence.

  • REPOSITIONING

    Overall responsibility for the repositioning as an independent themed hotel.

USPS. 04 Facts &. 04 Proofs.

    • THEME HOTEL

      Fact 01

      The world's first zoo-themed hotel.

    • DESTINATION

      Fact 02

      Direct access to Hagenbeck Zoo, an internationally renowned destination.

    • EMOTIONAL PROFILE

      Fact 03

      A product profile that appeals to emotions, families, and travelers.

    • 2nd Main Line of Business: MICE & Biz

      Fact 04

      A 4-star superior hotel with five meeting rooms and event venues—consistent occupancy driven by MICE and business travel.

    • INDEPENDENT OPERATION

      Proof 01

      Successful transition to independent operations with its own brand and sales structure.

    • TECH & DATA STRUCTURE

      Proof 02

      A consolidated tech stack with an improved data foundation for sales and management.

    • BRAND ARCHITECTURE

      Proof 03

      A clearer brand and positioning architecture as the foundation for further development steps.

    • Consistently Immersive Storytelling

      Proof 04

      158 rooms featuring handicrafts and authentic artifacts from Africa and Asia, the "Augila" themed restaurant, and the "Baobab Bar"; the experience doesn't end at the hotel entrance.

Holistic. Services & Measures Implemented.

  • Operational Setup

    Development of independent processes, SOPs, and organizational structures. Establishment of an independent management and reporting model.

  • Digitalization & Tech Stack

    A completely new tech stack, including PMS, channel management, payment, and CRM. Integration of all systems into a consistent data architecture.

  • Repositioning & Reorientation

    Clearly articulate the "zoo theme" promise. Define a distinctive product and experience framework.

  • Digital Guest Journey

    Developing our own digital touchpoints: website, booking, communication. Integrating the guest experience with the zoo experience through digital touchpoints.

  • Sales & Marketing

    A new distribution mix and an independent sales strategy. Consistent brand messaging across all channels.

  • Team & Organizational Development

    Empowering the team to operate independently. Clarifying roles, responsibilities, and decision-making structures.

Perspectives. Spaces, Details & Moments.

Visit the website

  • Fitness & Sauna Area

    Fitness & Sauna Area: Sauna at the Park-Hotel Hagenbeck

  • Restaurant & Bar

    Restaurant at the Park-Hotel Hagenbeck

  • View

    Park-Hotel Hagenbeck

  • Time Out

    In the rooms of the Park-Hotel Hagenbeck

  • Time Out

    In the rooms of the Park-Hotel Hagenbeck

  • Conferences & Events

    Conference Room at the Park-Hotel Hagenbeck

Meinungen. Practical Experience, Expertise, and Teamwork.

  • Tobias Oberdieck
    Tobias Oberdieck Co-Founder, HOSPITALITY X
  • Otto Konstantin Lindner
    Otto Konstantin Lindner Co-Founder, HOSPITALITY X
  • Barbara Lünenborg
    Barbara Lünenborg Senior Advisor, Sales & Business Development, HOSPITALITY X

The Case Studies. This is how we demonstrate hospitality:
Success. Impact. Measurability.

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