The Zipper Hotel & Apartments
in Düsseldorf.

End-to-end responsibility provided by HOSPITALITY X
Showcase project for the digital hospitality industry
Hybrid hotel and long-stay concept
Automated, digital-first operating model

Case Study. A digital-first approach to the hospitality industry.

The Zipper is a newly developed hotel and apartment concept located in Düsseldorf’s RKM 740 Tower on the Rhine, spanning approximately 10,000 m² of gross floor area from the 6th to the 17th floor.

HOSPITALITY X is leading the project as the anchor tenant and operator and has built the entire value chain—from brand and concept to operational setup—entirely on its own.

The property is regarded in the industry as a benchmark project for the next generation of urban, digitally-driven hospitality.

Context. Background & Challenge.

A new development in a complex high-rise building with sophisticated vertical spatial and operational logic.
Urban target groups with high expectations for digital services, independence, and flexibility between short- and long-term stays.
The need for an operating model that makes high construction and location costs economically viable.
No existing brand heritage: the brand, concept, and operational logic had to be developed from scratch.

HOSPITALITY X. Role & Responsibilities.

TOWER LOCATION

Anchor tenant and first tenant of the RKM 740 Tower (approximately 10,000 m² gross floor area, floors 6 through 17).
OPERATIONAL RESPONSIBILITY

Manager of the hotel and apartments—including responsibility for operational and commercial performance.
END-TO-END MANAGEMENT

End-to-end responsibility across the entire value chain, from brand development to day-to-day operations.

USPs. 04 Facts & 04 Proofs.

- DIGITAL CONCEPT
  
  Fact 01
  
  Europe's most digital hotel and apartment concept (according to Vodafone, OMR 2025).
- HYBRID MODEL
  
  Fact 02
  
  Hotels and long-stay apartments under a single brand and operating model.
- PREMIUM LOCATION
  
  Fact 03
  
  Premium location in the RKM 740 Tower with high visibility and excellent access.
- HOSPITALITY X HEALTHCARE
  
  Fact 04
  
  Close collaboration with 12 medical specialists in the mixed-use building
- DIGITAL COMMUNICATION
  
  Proof 01
  
  About 70% of guest communications take place via WhatsApp—a benchmark figure in the European hotel industry.
- OPERATIONAL EFFICIENCY
  
  Proof 02
  
  Significantly improved workforce productivity compared to market benchmarks through consistent automation and digital processes.
- FASTER MARKET ENTRY
  
  Proof 03
  
  Faster time to market and ramp-up through a fully integrated operations and marketing model.
- AN ALTERNATIVE TO FRANCHISING
  
  Proof 04
  
  Establishment of a clearly positioned, economically viable alternative to traditional brand franchises.

Holistic. Services & Measures Implemented.

Brand & Concept Development

Development of a standalone brand with a clear target audience and product focus. Definition of a hybrid usage concept combining hotel and long-stay apartments.
Operational Setup & Pre-Opening

Establishing all processes, SOPs, and organizational structures from the ground up. Designing a lean, digitally enabled operations model.
Digitalization & Tech Stack

Rebuilding the entire tech stack: PMS, access control, messaging, point-of-sale, and payment. Selection and integration of best-of-breed systems across the entire guest journey.
Digital Guest Journey

A fully digital guest journey, from booking through check-in to check-out and post-stay. WhatsApp as the primary service and communication channel.
Sales & Marketing

Restructuring of distribution: direct channels, OTA strategy, MICE, and the long-stay segment. Performance marketing setup with a focus on direct guest relationships.
Team & Organizational Development

Building and training a digital-first team. Role profiles that rethink traditional hotel jobs—more multiskill, fewer silos.

Perspectives. Spaces, Details & Moments.

Visit the website

Community Space

Co-working Space at The Zipper Hotel & Apartments
Fitness & Sauna Area

Fitness at The Zipper Hotel & Apartments
View

The Zipper Hotel & Apartments
View

Rooftop Terrace at The Zipper Hotel & Apartments
Time Out

In the rooms at The Zipper Hotel & Apartments
Fitness & Sauna Area

Sauna at The Zipper Hotel & Apartments

Meinungen. Practical Experience, Expertise, and Teamwork.

Barabara Lünenborg Senior Advisor, Sales & Business Development, HX
Franziska Pfaff Hotel Manager
Bernd Kleine-Boymann Vodafone

Senior Advisor, Sales & Business Development, HX

Barbara Lünenborg

“We built up the Zipper’s distribution from scratch—direct channels, an OTA strategy, MICE, and long-stay. The result: a rapid ramp-up and direct guest relationships from day one.”
Hotel Manager

Franziska Pfaff

"About 70 percent of our guest communications take place via WhatsApp—this is completely transforming hotel operations. Our team takes a 'digital-first' approach, which gives them more time for what really matters: the guest."
Vodafone

Bernd Kleine-Boymann

“For us, Zipper is the most digital hotel and apartment concept in Europe—here you can see how the next generation of hospitality works.”