Unique worldwide, now operating independently: HOSPITALITY X is repositioning the Park-Hotel Hagenbeck

The world’s first zoo-themed hotel, located right next to Hagenbeck Zoo in Hamburg: HOSPITALITY X has guided the property from being part of a larger group to becoming an independent entity—with a completely new tech stack, its own marketing, and a refined brand.

A completely new structure.

A themed hotel with strong emotional appeal, located right next to one of Europe’s most famous zoological destinations—and the challenge of completely restructuring its systems, processes, and market presence within a short period of time.

That was the starting point when HOSPITALITY X took on the responsibility for transforming the Park-Hotel Hagenbeck: moving away from a larger group and toward operational independence.

Independence means:
building everything from scratch.

HOSPITALITY X was responsible for establishing the entire organizational structure—independent processes, SOPs, a dedicated management and reporting model, as well as clear roles and decision-making structures within the team.

At the same time, a completely new tech stack was developed: PMS, channel management, payment, and CRM, all integrated into a consistent data architecture.

The digital touchpoints were also redesigned—from the property’s own website through the booking process to guest communications, which digitally integrate the guest stay with the zoo experience.

The brand has been refined.

Instead of getting lost in the crowd, the “zoo-themed” promise takes center stage today: HOSPITALITY X defined

a distinctive product and experience framework,
a new distribution mix, and
an independent sales strategy

with brand-consistent communication across all channels.

The Impact.

Successful Carve-out

The hotel now operates independently—with its own brand and distribution structure.
A Better Data Set

For the first time, the consolidated tech stack provides a robust foundation for sales and management.
Clear Positioning

The refined brand architecture serves as the foundation for all of the company's future development initiatives.

The expertise behind it.

This project showcases one of HOSPITALITY X’s core competencies: carve-outs and the transition of hotels to independent operation—including the rapid rebuilding of the tech stack while operations continue, brand and themed hotel development, and operational stabilization during the transition phase.

The world’s first zoo-themed hotel