Hilton Worldwide has announced a strategic development agreement with Primestar Hospitality that will result in the opening of ten new hotels across Germany and Austria. These additions will expand Hilton’s footprint in the region and join more than 35 properties already operating or planned under Hilton brands in the two countries.
According to Patrick Fitzgibbon, Senior Vice President of Development for Europe & Africa at Hilton Worldwide, Primestar’s deep market insight and focused growth strategy provide a stronger platform for development across German-speaking markets. “Primestar’s market knowledge and strategic growth plans give us an enhanced development platform across core German-speaking countries, and this agreement promises further penetration in markets which together attract more than 150 million overnight stays per year,” he said.
The new hotels will be purpose-built, city-center developments sited in locations that demonstrate strong demand from both business and leisure travelers. Each property is planned to present a modern, contemporary design while showcasing distinctive local character. Interiors will incorporate locally sourced photography and artwork to strengthen ties to the surrounding community and to give guests an authentic sense of place.
Hilton and Primestar plan to focus on prime urban areas where transportation links, corporate presence and cultural attractions combine to support year-round occupancy. By selecting city-center sites, the partners intend to attract a balanced mix of corporate guests, international visitors and domestic travelers, helping to stabilize performance across peak and off-peak periods.
These developments are expected to align with Hilton’s brand standards while also responding to local market preferences. The hotels will offer contemporary guest rooms, flexible meeting and event spaces, and public areas designed for both work and relaxation. Food and beverage offerings are intended to reflect local culinary traditions alongside internationally familiar choices, catering to diverse guest expectations.
Design strategies emphasize sustainability and operational efficiency. New construction will aim to meet modern energy performance standards and incorporate technologies that reduce resource consumption and support cost-effective operations. Public spaces and guest rooms will be planned to maximize natural light, improve air quality and provide comfortable, functional environments for guests and staff.
Local artwork and photography will be used not only to decorate interiors but also to tell the story of each location—its history, culture and people. This approach supports a more personal guest experience and reinforces each hotel’s connection to the city it serves. It also offers opportunities to collaborate with local artists and photographers, providing a platform for regional talent.
The announcement builds on Hilton’s existing expansion plans in Germany and Austria, where the company has steadily increased its presence across major cities and regional centers. The addition of ten new hotels with Primestar will further diversify Hilton’s portfolio in the region, offering travelers a wider range of accommodation options and experiences under the company’s global brands.
By combining Primestar’s local market expertise with Hilton’s global operational and brand resources, the partners aim to accelerate development timelines and deliver hotels that meet contemporary guest expectations. The hotels are intended to contribute to local economies through construction activity, permanent employment opportunities and support for nearby businesses and cultural attractions.
As the projects move forward, Hilton and Primestar will continue to evaluate market conditions and refine plans to ensure each hotel opens with a strong commercial offering tailored to its specific urban context. The collaboration represents a long-term commitment to growth in Germany and Austria and reflects confidence in continued demand for travel within these core European markets.