Gorgeous Smiling Hotels GmbH and Aspire GmbH are joining forces, consolidating their hotel operations and setting the stage for ambitious future growth. Their first deal as Gorgeous Smiling Hotels will be with the addition of Great2Stay Hotels, which is a hotel management company based in Augsburg. This move will create one of the largest operators in the DACH region portfolios of the year. The joint umbrella brand for all activities will be Gorgeous Smiling Hotels.
Following the expansion, the GSH-portfolio now comprises 85 hotels with a total of 7,276 rooms – an increase of 47 hotels and 3,038 rooms. With its first location in Italy and further projects across European markets, the group continues to pursue its international growth strategy. The merger strengthens organisational efficiency, unifies brand presence and strengthens competitiveness in one of Europe’s most dynamic hospitality markets.
The integration of these new companies marks a milestone in the history of Gorgeous Smiling Hotels. With this scale, we are strategically broadening our presence in attractive markets, creating a forward-looking structure, and sharpening our position within the competitive landscape. Our goal is to establish a solid foundation for long-term growth. Heiko Grote
This new structure opens an exciting chapter of expansion and professionalization. We are committed to sustainable growth, international expansion, and a clear strategic focus. This provides the basis for firmly establishing Gorgeous Smiling Hotels GmbH and Aspire GmbH as an independent operator group while continuously strengthening our market position. Andreas Erben
Further details on the newly integrated hotels will be announced at a later stage. The companies will make their first joint appearance at EXPO Real in Munich (Hall A1, Booth 042).
About Gorgeous Smiling Hotels
As the umbrella company, GSH coordinates development, yield management, purchasing and sales, and marketing of the operating companies, as well as all legal matters under one roof. Franchise partners of the GSH group include global players such as InterContinental Hotels Group, Hilton, and Wyndham, whose brands are successfully adapted for the European market. The portfolio currently comprises around 37 hotels, ranging from midscale hotels and serviced apartments to upscale properties. The group is expanding particularly strongly in Germany, Austria, Switzerland, and the Netherlands – with further European expansion already planned. www.gsh-hotels.com
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