Open Ruby Radio

Ruby strengthens digitalisation and creativity

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Under the leadership of CEO and founder Michael Struck, Ruby is known for its innovative strength, which is also reflected in the restructuring. "The restructuring of our Marketing department marks a milestone in our strategic development. By specifically dividing into eCommerce and Marketing, we not only have a clear focus on the opportunities of a digital and AI-driven future but also significantly strengthen our innovative power," says Daniella Boeken, Vice President Commercial at Ruby. 


The newly created position of Director of eCommerce is aimed at expanding the digital presence of Ruby Hotels. Dennis Forte has taken on this crucial role as of May 1 and reports directly to Daniella Boeken. Forte, an expert in the D2C business, was previously responsible for eCommerce at the Jochen Schweizer mydays Group and held various positions in digital marketing and eCommerce at RTL2 and the Oberalp Group. His main focus areas at Ruby include customer relationship management, loyalty, personalization, and performance marketing. The overarching goal is to increase direct bookings through the Ruby Hotels website.


Tina Heyl has assumed the position of Director of Marketing at Ruby as of July 1. She brings impressive expertise in brand management and content creation. Prior to her role at Ruby, she was Head of Marketing at ROECKL Gloves & Accessories, where she was a board member responsible for strategic brand management and the development of campaigns and content. She previously held successful C-level positions at APRICOT GmbH and SOUL ZEN, where she applied her experience in branding, content, public relations, and social media. These roles were preceded by further leadership positions at well-known companies in the German fashion industry. In her new position, Heyl will use her extensive experience to drive strategic brand management, campaign and content development, social media marketing, and public relations. 


Together with Daniella Boeken as Vice President Commercial, Dennis Forte and Tina Heyl, along with their teams, will further expand Ruby's digital presence and marketing strategy, underscoring the Ruby brand's commitment to a forward-looking approach and innovative stance in the hospitality industry.

Ruby Marketing Restructuring
  • Bar interior of Ruby Molly Hotel Dublin
  • Bar of Ruby Lotti Hotel Hamburg
  • Bar details of Ruby Molly Hotel Dublin
  • Bar interior of Ruby Zoe Hotel London
  • LOVELY rooms of Ruby Hanna Hotel Stuttgart
COSY room of Ruby Lilly Hotel Munich

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 18 Ruby hotels across Europe, with a further seven 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.