From the station quarter to the Luxury Collection

It began with a house in Frankfurt's Bahnhofsviertel. Today Roomers is a design brand that has made it into Marriott's highest tiers — and still feels less like a hotel than like a bar you can also sleep in.

A hotel that feels like a bar

Roomers does not go for bright standard but for a dense, dark, sensual design — velvet, brass, low light, a bar that in the evening also draws guests who are not staying over. The room is not the centre of the product; the centre is the whole experience inside the building.

For owners and investors, that is exactly the interesting shift: the value of such a house comes not from rooms times occupancy times rate alone, but equally from the bar, the food and the atmosphere — partly from demand by people who come just for the evening.

From a house to a signature

Behind Roomers stand Micky Rosen and Alex Urseanu, the minds of Frankfurt's Gekko Group. Their first collaboration came around 2001 with a house in the Bahnhofsviertel — from it, over the years, grew a group with its own unmistakable design language. In 2018 the two were named “Hoteliers of the Year”, expressly for a modern idea of luxury made of design, bar concepts and dining.

The order is what matters: here there was not first a property for which an operation was then sought. At the start there was a concept — and the houses are its execution. From a house grew a signature, and from the signature a brand.

Why distinctiveness counts

In a dense hotel market like Frankfurt, the biggest challenge is simply to be distinguishable. A concept solves exactly that problem: the more strongly a property speaks its own language and the more reasons it creates to come by at all, the less interchangeable its product becomes.

And that pays off economically. An unmistakable house achieves higher rates, stands on several revenue legs rather than on occupancy alone — and becomes more attractive to operators and investors alike. A profile of one's own is therefore not a matter of decoration but of viability.

Arrival in the Luxury Collection

The strongest proof is who leans on such a concept. The Roomers Frankfurt today operates under Marriott's Autograph Collection. And the new Roomers ParkView, opened in 2026 in Frankfurt's Westend, even enters the higher Luxury Collection — with 136 rooms and suites across 19 floors, interiors by Italian designer Piero Lissoni, a Bar OneSeven with skyline views, a Roomers Spa on the top floor and a dining concept of its own.

When a global brand takes a local concept into its highest category, that is more than a cooperation. It is confirmation that the concept has a market value of its own — one the brand wants to use.

What owners should take away

For owners in Germany and Spain, three things follow. First: concept is value creation, not an add-on — it decides rate, recognition and demand long before fit-out details are discussed.

Second: bar and dining are revenue and draw in their own right, not just a service for overnight guests. Third: a sound concept attracts operators and brands — and thereby makes a house more interesting to investors too.

Roomers has shown in Frankfurt that a feeling can pay. For owners, the question before floor area is not “how many rooms?” but “what makes this house unmistakable?”.