Open Ruby Radio

Ruby launches new website

Ruby New Website Launch 01

The Ruby Group, led by CEO and founder Michael Struck, has been at the forefront of redefining the hotel industry for over a decade with its Lean Luxury philosophy. This approach involves automating and streamlining processes in planning, construction, and organisation, making luxury accessible to a broader audience. Since its inception, the fully automated booking and check-in process have been integral components of the Ruby experience, always aimed at providing a seamless guest experience.


"Ruby has been synonymous with streamlined digital processes from the beginning. With the launch of our new website, we've successfully brought the in-person guest experience into the online realm – a pivotal move in solidifying our identity as a digital brand. The new website seamlessly integrates an easy-to-use booking process with our distinct brand experience, assisting users, travellers, and dreamers alike in choosing their ideal hotel or career path", states Daniella Boeken, Vice President Commercial at Ruby. 


With the new homepage, Ruby has succeeded in emphasizing the individual design stories and characters of the hotels, setting itself apart from other competitors. Playful fonts and light-hearted illustrations from “Rubynauts” to pink poodles serve as visual representations of Ruby's brand identity. These elements harmoniously complement a compilation of images showcasing the interior design and evocative snapshots. The meticulous attention to detail, evident in the digital design, mirrors the commitment found in every physical Ruby Hotel. Additionally, a simplified and more intuitive menu structure acts as a digital guide for users. The new website is powered by the Craft Content Management System (CMS), selected for its adaptable modular structure. It has been custom programmed by Workmatrix to meet the specifications of Ruby.


"Our challenge was to create a digital environment mirroring the distinctive Ruby brand. Our goal was to seamlessly bridge the gap between the physical and digital experience, such as merging the rich colours of the lobby and bar with the light ambiance of the signature hotel rooms. This ultimately delivers a cohesive and immersive brand experience," explains Mark Toonen, Sr. designer at Moodley.


The first stage of the website relaunch has been executed successfully, delivering visitors a captivating initial interaction with the brand online. Continuous improvements in both content and technology, such as the introduction of a new booking engine to streamline and expedite the reservation process, are scheduled for release in the upcoming months. Furthermore, the website will soon allow users to directly book groups and events of a specific size.

New website
  • Ruby Zoe Bar 05
  • Ruby Emma GH707003 web Gregor Hofbauer
  • Ruby Lotti Hamburg LOFT room 10
  • Ruby Ella Cologne Rooms Details 09
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Ruby Lilly Hotel Munich COSY Room 1

About Ruby Hotels

The Munich-based Ruby Group under the leadership of founder and CEO Michael Struck is breaking new ground with its Lean Luxury philosophy. With a lean organisational structure and concentration on the essentials, Ruby succeeds in creating a contemporary, affordable form of luxury for modern, cost and style-conscious customers. 


Founded in 2013, the Group already operates 17 Ruby hotels across Europe, with a further eight hotels under construction or in the planning phase. In addition, Ruby is expanding into China via a joint venture with Delonix, headed by Alex Zheng, one of China’s most accomplished hotel entrepreneurs. Ruby also offers Ruby Workspaces in Munich, Hamburg, Dusseldorf, Amsterdam, Vienna, Stuttgart, and Malta – perfectly equipped workplaces and a creative atmosphere with access to an inspiring office community. 


Financially strong partners support Ruby’s expansion. ECE Group; the Austrian Soravia Group; Franger Investment, a German family office; Ocean Link, a private equity fund; the entrepreneur Michael Hehn; and Michael Struck jointly hold the company shares.