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Ruby expands management board

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Daniella Boeken Joins Ruby Hotels as Group Vice President Commercial, Boris Simm is Promoted to Group Vice President Operations

Ruby Hotels is expanding its senior leadership team. As of 1st October, Daniella Boeken will complement the Executive Management Team as Group Vice President Commercial.

In this newly created position, Daniella Boeken will report directly to CEO and founder Michael Struck. Daniella will oversee the Revenue & Reservations, Sales, and Marketing & PR divisions. Born in the Netherlands, Boeken joins Ruby directly from the HR Group, where she was Commercial Vice President with responsibility for 35+ hotels. She previously held various management positions at Marriott International.

Boris Simm, currently Group Director Operations at Ruby, will be promoted to Group Vice President Operations, effective 1st October. 

By continuously strengthening its management structures, Ruby is preparing for further international expansion. In addition to eight existing hotels and three workspaces, Ruby currently has 17 other hotels and three workspaces in preparation or under construction. Ruby employs 285 employees in Germany, Austria and the U.K. By 2023, 685 employees will work for Ruby across Europe, with a capacity of 3,576 rooms.


In addition to Michael Struck, Daniella Boeken and Boris Simm, the Ruby Executive Board consists of Martin Zilkens, VP Finance and Richard Hartl, VP Technical Services as well as the Directors Uta Scheurer, Human Resources, Isabell Fuss, Development and Tobias Köhler, Systems.

Ruby Expands Management Board
  • Daniella Boeker
  • Lounges of Ruby Leo Workspace Munich
  • Boris Simm Ruby Hotels
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 organizational 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, Stuttgart and Vienna – 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.