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Ruby Hotels Focuses on Automation in 2023

Built on its ‘Lean Luxury’ philosophy with technology at the core, Ruby Hotels sees further automation, continued independence from OTAs, and a continued drive for direct bookings, as core elements of focus in 2023.

The hotel company is in a rapid growth phase. Founded in 2013, Ruby has 15 hotels in operation with a further 19 hotels under construction or in the planning phase. As such, automation and streamlining operations are of paramount importance.

“Automation is one of the major topics for Ruby Hotels and we are always looking to improve our automated processes with a special focus on this in 2023,” said Mark Braune, Group Director Revenue & Distribution, Ruby Hotels.

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More Automation

Braune stressed the importance of a fully integrated tech stack that enables all components, including the PMS and RMS, to interface seamlessly, enabling more automation of manual tasks.

“It’s always beneficial if hoteliers and technology providers are working hand in hand to tailor solutions for the hospitality industry, which often requires special setups and is sometimes too time-consuming to get all the different systems working together,” he said.

“Investment in hotel technology will increase to follow Ruby’s philosophy of full automation, efficiency, and digital advantages for our guests,” he added. “In addition, there will be a trend of more digitalization to make a stay even more comfortable, from the booking process through to post-stay.”

Gaining Independence from OTAs

Another focus for Ruby Hotels in 2023 is to continue to drive direct bookings.

“OTA got a strong revenue share during COVID,” admitted Braune.

“It is very convenient for the guest to book on a platform; you have the full variety of hotels and pricing segments. Therefore, we as hoteliers need to do more. Independence from OTAs is an important focus. We will start with developing innovative ways to grow direct revenues, such as loyalty and an efficient digital guest journey/experience with better prices than OTAs.”

Braune and the rest of the Ruby Hotels revenue team plan to optimize their business mix in 2023 to increase direct revenues and create a baseline occupancy in groups for Ruby’s bigger hotels to build yielding opportunities. Central to this is continued investment in Ruby’s own website and booking channels.

Higher Costs & Prices

As with many hotel businesses, Ruby Hotels is working to find the optimum balance of occupancy and profitability. Braune believes this might lead to hotels in Germany increasing rates to balance costs, so as to be able to offer the same standards and services as before.

“There will be a trend to find the most efficient business rather than full occupancy for low profitability,” he said.

Braune also predicts that the short-term booking window will remain throughout 2023. As such, he believes the biggest challenge for hoteliers in the year ahead will be adapting to variable market demands, and inflation rates/costs, and finding the right pricing point in line with market changes.

Discover more trends & predictions from industry leaders in our latest eBook: Targeting Greater Profitability In 2023. Download your FREE copy today:

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Sarah McCay Tams, Director of Marketing Communications

Sarah joined Duetto in 2015 as a contributing editor covering Europe, Middle East & Africa (EMEA). In 2017, she was promoted to Director of Content, EMEA, and in 2022 promoted to Director of Marketing Communications. An experienced B2B travel industry journalist, Sarah spent 14 years working in the Middle East, most notably as senior editor – hospitality for ITP Publishing Group in Dubai, where she headed up the editorial teams on Hotelier Middle East, Caterer Middle East and Arabian Travel News. Sarah is now based back in the UK.

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