Falkensteiner enters the German market: plans to open up to six new hotels

Falkensteiner Michaeler Tourism Group (FMTG) has won the contract for its first hotel on the German market.

The municipality of Grömitz in the Bay of Lübeck, one of the oldest summer resorts on the Baltic Sea, was looking for an ideal partner for a location above the marina. After several interested investors and hoteliers applied for the attractive project, the contract was unanimously awarded to the Austrian hotel group at the end of the year. By 2027, FMTG will open a top family resort in Grömitz, on the Bay of Lübeck, which will be the first hotel in Germany and an important next step in the tourism group's expansion strategy. The start of construction is planned for the summer of 2025.

"The well-known summer resort of Grömitz is a favorite destination for family vacations. Here we see great potential for exploiting synergies in the destination's offer. The location on the Bay of Lübeck is also perfect. Thanks to the proximity of large cities such as Hamburg and Berlin, we address completely new target groups that we would like attract as guests of Falkensteiner", he says Erich Falkensteiner, president of the Supervisory Board of FMTG.

According to the ranking of the business and information magazine GEWINN, Falkensteiner is the most popular tourism brand in Austria. The share of German guests in the group's hotels, especially from the southern states, has also been of great importance for decades. With the new location on the Baltic Sea, this will now extend to the whole of Germany.

"About 25% of our guests already come from Germany. This makes our neighboring country one of our most important core markets. Our goal has long been to establish ourselves on the German market with our own hotel. With the new location in Grömitz, we can now finally realize a successful strategy - run our own hotels in the domestic markets of our guests. We are delighted to have won the contract for this fantastic project and the trust of the Grömitz municipality in our hotel group", he says Otmar Michaeler, CEO of FMTG.

Exclusive Falkensteiner family resort with an edutainment concept

The construction project will be realized in the next three years. Above the Grömitz marina, FMTG is developing the Falkensteiner Family Resort as part of the Premium Collection with around 130 rooms, suites and apartments. The family product is rounded off with a high-quality food and beverage concept and a spa area. However, the youngest guests take center stage. The hotel concept is adapted to them, not neglecting the parents' needs for rest and relaxation.

There are spacious family and children's areas, a diverse entertainment program with an educational approach, childcare and a part only for parents.

"The demands and expectations of families on vacation have changed significantly and are getting bigger. In addition, the demand for family vacations in the segment of luxury hotels is growing. We are certainly pioneers in this niche in Europe and have already successfully realized innovative family projects in Austria, Italy and Croatia. Our expertise in this area will also translate into the project in Grömitz in the Bay of Lübeck.", explains Erich Falkensteiner.

An innovative vacation concept to strengthen the region and year-round tourism

The new Falkensteiner hotel on the beach of the Baltic Sea in Lübeck should become an attractive destination for family vacations throughout the year and thus strengthen tourism and business in the region, as well as attract new target groups.

"With FMTG and its very clear positioning within the family target group, we are getting a completely new hotel product in Grömitz that has not been seen before on the German Baltic Sea coast", he says Manfred Wohnrade, head of the tourist office of Grömitza, emphasizing the importance of the project.

Sebastian Rieke, the mayor of Grömitz, is also convinced of the correctness of the decision to cooperate with FMTG.

"I am glad that the Municipal Council unanimously decided on Falkensteiner. This clearly shows the importance of this project for our place, and above all that all political options want it. I believe that the hotel concept will enrich Grömitz and make it more diverse.", he said.

New locations in Germany are already planned

The Falkensteiner Hotel in Grömitz is the first step. Further projects in Germany will follow over the next few years.

"In the medium term, we see five to six new hotels in equally attractive locations in Germany, and we are looking for them in the hotel and premium camping sector. The positive reactions to our project in Grömitz are further confirmation of the growing popularity of regional domestic tourism in the luxury segment.", he says Otmar Michaeler about the planned development.

Guidelines for family vacations in the Austrian Montafon Valley

In January last year, FMTG opened Falkensteiner Hotel Montafon a 5-star hotel in Vorarlberg, Austria, which is completely family-friendly and is considered the flagship project of the group. The hotel is not only the only family hotel in Europe that is a member of Leading Hotels of the World, but was also declared Hotel Property of the Year in 2023. The focus is on preserving nature, regionalism and renewable energy sources. Highlights include a strong focus on regional delicacies and a wide range of ecotainment programs, where young guests can learn, for example, how electricity is generated from water.

They can go on trips to the local hydroelectric plant, conduct exciting experiments in the hotel's laboratory, or explore snow crystals under a microscope. As environmentalists, they also learn a lot about forest protection.

Photo source: Falkensteiner