The Curve Hotel
BayArena in Leverkusen.

Fully integrated hotel at the BayArena
121 rooms with multifunctional spaces
Realignment of the business model
Change of operator to HOSPITALITY X in 2026

Case Study. Realignment of the business model.

The Curve is integrated directly into the BayArena and is considered Europe’s first stadium hotel of its kind.

HOSPITALITY X has taken over the hotel as tenant and operator and repositioned it in the market—with the goal of establishing a property that is both economically and conceptually compelling, both on match and event days and during regular hotel operations.

Context. Background & Challenge.

A highly specialized asset with strong ties to events and sports.
Historically, occupancy rates have fluctuated significantly between game days, event days, and non-event days.
Need to bring the brand to life beyond the stadium context.
An operationally challenging environment with heightened security and logistical requirements.

HOSPITALITY X. Role & Responsibilities.

Operator Role

Tenant and operator of the hotel.
Strategic Management

Responsible for the acquisition, strategic repositioning, and day-to-day operations.
Coordination & Communication

Interface between the stadium operator, event organizers, stadium owners, and guests.

USPs. 04 Facts & 04 Proofs.

- A Unique Hotel Concept
  
  Fact 01
  
  Europe's first stadium hotel of this kind—right inside the BayArena.
- A Special Guest Experience
  
  Fact 02
  
  A unique guest experience on game days and event days.
- Strong brand presence
  
  Fact 03
  
  Strong brand-building impact through Bundesliga and top international events.
- Partnership with Bayer 04 Leverkusen
  
  Fact 04
  
  A hybrid business venue with eight meeting rooms, a VIP box, and the capacity to host events for up to 1,000 guests, thanks to a partnership with Bayer 04.
- Clear Positioning
  
  Proof 01
  
  A refined positioning strategy that clearly links sports, events, and business.
- Balanced Business Mix
  
  Proof 02
  
  A more balanced mix of event and non-event business through targeted sales efforts.
- Stronger brand presence
  
  Proof 03
  
  Increased visibility through sports, travel, and corporate channels.
- Optimized Operational Coordination
  
  Proof 04
  
  A professional interface between the venue and the hotel operations.

Holistic. Services & Measures Implemented.

Repositioning & Realignment

Sharpening the brand's positioning as "Europe's first stadium hotel." Clearly separating and simultaneously integrating the sports, events, and business segments.
Brand & Concept Development

A new narrative framework centered on sports, events, and business travel. Deriving specific product and package strategies from the brand strategy.
Operational Setup

Development of an operational model that can scale to accommodate peak event periods. Processes and shift schedules aligned with the game and event calendar.
Digitalization & Tech Stack

Upgrade to a modern tech stack, including PMS, channel management, and CRM. A better data foundation for sales and revenue decisions.
Sales & Marketing

Redesigning distribution, campaigns, and the corporate sales strategy. Integrating match-day, event, and business travel experiences.
Team & Organizational Development

Training the team to handle a highly dynamic event environment. Establishing role-specific guest experience standards.

Perspectives. Spaces, Details & Moments

Visit the website

Meetings & Events

Modern conference room with a view of the stadium
Fitness & Sauna Area

Sauna at THE CURVE Hotel BayArena
View

About THE CURVE Hotel BayArena
Restaurant & Bar

Restaurant at THE CURVE Hotel BayArena
Time Out

In the rooms at THE CURVE Hotel BayArena
Restaurant & Bar

Bar at THE CURVE Hotel BayArena

Meinungen. Practical Experience, Expertise, and Teamwork.

Jochen Fehn Managing Director
Dino Kirchmeier Chief Asset Management Officer, BEB+
Birgit Rahn Team Leader, Fund Management / Asset Management, BEB+

Managing Director

Jochen Fehn

“Running a hotel right inside the stadium means switching every day between peak event times and day-to-day business operations. HOSPITALITY X has created an operating model that can handle both.”
Chief Asset Management Officer, BEB+

Dino Kirchmeier

“Hospitality X understands the requirements of a hotel property and impresses with a marketable and flexible operating concept. Especially in light of the challenges posed by the expansion of the highway interchange, the ability to respond flexibly to changing conditions is particularly important. This creates a solid foundation for a value-driven, partnership-based collaboration.”
Team Leader, Fund Management / Asset Management, BEB+

Birgit Rahn

“We particularly appreciate Hospitality X’s holistic and collaborative approach: The property is not only professionally managed, but is also strategically and conceptually developed in partnership with us as the lessor. Transparent coordination of all key measures, regular informational meetings, and comprehensive reporting provide a reliable foundation for this.”