Upstalsboom
Upstalsboom is a privately held German hospitality group operating 10 branded hotels (3- to 5-star) and 850+ self-managed holiday apartments across 18 North Sea and Baltic Sea coastal locations, serving 300,000+ leisure guests annually through direct booking websites and the UPTOUR partner-apartment platform.
- Company typePrivate
- Founded1976
- HeadquartersEmden, Germany
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Upstalsboom does
Upstalsboom Hotel + Freizeit GmbH & Co. KG is a privately held German hospitality group headquartered in Emden, founded in 1976, that operates 10 branded hotels in the 3- to 5-star segment and approximately 850+ self-managed holiday apartments across 18 locations along the German North Sea and Baltic Sea coasts, serving individual leisure travelers, families, corporate groups, and property-owning investors. Revenue is generated primarily through transaction-based pricing — nightly room and apartment bookings at listed rates, plus €19 mediation fees and fixed end-cleaning and linen charges on apartments — alongside gift voucher sales and event venue rentals. Distribution is direct-to-consumer via the company's own booking websites (upstalsboom.de and upstalsboom-ferienwohnungen.de), supplemented by phone/email channels, online third-party portals, and the UPTOUR platform, which extends the group's commercial footprint to over 21,000 partner holiday apartments operated by third-party owners and managing agencies.
The underlying technology stack is conventional rather than differentiated: TYPO3 CMS for content management, DialogShift for chat-based customer support, and a standard martech layer (Google Analytics/Ads/Tag Manager/Remarketing, Facebook Custom Audiences, Bing Ads, econda, consentmanager for GDPR consent). No proprietary AI/ML capability is disclosed; the company's primary differentiators are a 50-year coastal operating history, a 98% guest recommendation rate across 300,000+ annual visitors, and a values-driven corporate culture ("The Upstalsboom Way") credited with raising employee satisfaction to 80% and reducing sickness rates from 8% to 3%. Ancillary revenue lines include the Upstalsboom Wegbegleiter external consulting/workshops sub-brand, the Tour of Life apprenticeship program, and the FLY & HELP charitable partnership for school construction in Rwanda (since 2013). The legal entity is a GmbH & Co. KG under private ownership led by Managing Directors Bodo Janssen, Maria Kuhl, and Romina Gaupels, with no disclosed private equity or venture capital backing.
Upstalsboom firmographics
Firmographics- Name
- Upstalsboom
- Legal name
- Upstalsboom Hotel + Freizeit GmbH & Co. KG
- Website
- https://upstalsboom.de
- Company type
- Private
- Founded year
- 1976
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Upstalsboom is a privately held German hospitality group operating 10 branded hotels (3- to 5-star) and 850+ self-managed holiday apartments across 18 North Sea and Baltic Sea coastal locations, serving 300,000+ leisure guests annually through direct booking websites and the UPTOUR partner-apartment platform.
- Ownership category
- akta.pro rank
Upstalsboom industry classification
Industry- Product category
- Hospitality / Vacation Accommodations
- NAICS
- Hotels (except Casino Hotels) and Motels (72111), Accommodation (721), Traveler Accommodation (7211)
- SIC
- Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011)
- akta.pro primary industry
- Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)
- akta.pro secondary industries
- Family & Group-Friendly Rentals (Large Homes, Multi-Unit Compounds) (THAGANAI), Island, Beach & Resort Travel Agencies (THAKAFAL)
Keywords
Where Upstalsboom is headquartered
LocationHeadquarters
- HQ city
- Emden
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Upstalsboom business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Hotel Accommodation Bookings: Direct booking of hotel rooms at 10 Upstalsboom hotels along German North Sea and Baltic Sea coasts. Prices shown include VAT. Standard check-in from 4 PM, check-out by 10 AM.
- Holiday Apartment Bookings: Mediation/middleman service for holiday apartment rentals. Upstalsboom acts as service partner for investors and property owners. Service fee of 19 EUR per booking. End cleaning fee between 54-160 EUR. Optional linen package at 14.90 EUR per person.
- Gift Voucher Sales: Sale of gift vouchers for hotels and holiday apartments. Vouchers available as value vouchers ( redeemable at all Upstalsboom properties) or property-specific vouchers.
- Event Venue Rental: Conference, banquet, seminar, and event room rentals at Upstalsboom hotels. Direct inquiry with individual hotels required.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Hotel accommodations ranging from 3 to 5 star quality |
| Transaction based/ take rate | Pay-as-you-go | Holiday apartment service fee |
| Transaction based/ take rate | Multi-year contract | Group booking cancellation policy |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels11 records
Upstalsboom product offering
Product offeringCore offering
Upstalsboom operates hotels and holiday apartments along the German North Sea and Baltic Sea coasts, with 10 branded hotels in the 3- to 5-star segment and approximately 850+ self-operated holiday apartments across 13 destinations. The company supplements its own inventory with over 21,000 partner apartments via the UPTOUR platform, acts as a mediation service for property owners and investors, and offers curated vacation packages, gift vouchers, and event venue rentals for corporate groups.
Product overview
Upstalsboom is a German hospitality company operating a multi-brand portfolio of vacation accommodation and services along the North Sea and Baltic Sea coasts. The core offerings consist of 10 owned/operated hotels in the 3- to 5-star segment and approximately 850+ self-operated vacation apartments across 13 locations. An additional inventory of over 21,000 partner vacation properties is accessible through the UPTOUR platform. Complementary services include curated vacation packages and themed offers, an online voucher shop, and the Upstalsboom Wegbegleiter workshops for organizational development. The company also runs the Tour of Life apprenticeship development program featuring international expeditions. Founded in 1976 and headquartered in Emden, the company employs approximately 650 people and operates 18 locations.
Differentiator
Problem solved
Functional benefit
Brands
- UPTOUR: Partner holiday apartment platform operated by the Upstalsboom group, listing over 21,000 curated accommodations at the North Sea, Baltic Sea, and inland Germany. Accessible via uptour.de.
- Upstalsboom Wegbegleiter
- Aquantis
- Upleven
- Tour of Life
Products and services
- Upstalsboom-Hotels Portfolio of 10 hotels in the 3- to 5-star segment along the German North Sea and Baltic Sea coasts, including Wyk auf Föhr, Wremen, Varel-Dangast, Emden, Bensersiel, Langeoog, Kühlungsborn, Trassenheide, Koserow, and Heringsdorf.
- Upstalsboom-Ferienwohnungen (Vacation Apartments)
Quantifiable outcome
- 98% guest recommendation rate across 300,000+ annual visitors
- +3 more outcomes
Companies that use Upstalsboom
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Upstalsboom technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature1 record
Upstalsboom partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- FLY & HELP Foundation (Reiner Meutsch)coreCharitable partnership for school construction in Rwanda. Managing Director Bodo Janssen met Reiner Meutsch and was inspired to support FLY & HELP. Since 2013, donations collected in Upstalsboom hotels and service offices have funded multiple school construction projects in Rwanda. Over 30 Upstalsboom employees have traveled to Rwanda to witness the projects firsthand.
- Google (Analytics, Ads, Tag Manager, YouTube, DoubleClick)coreMultiple Google services for analytics, advertising, tag management, video content, and remarketing. Includes Google Analytics for traffic analysis, Google AdWords for paid search, Google Tag Manager, YouTube video integration, and DoubleClick advertising.
- Facebook (Meta)coreFacebook Custom Audiences and Facebook Analytics for retargeting and audience analysis. Pixel tracking integrated for marketing optimization.
Scale indicators9 records
Recent moves5 records
Expansion highlights5 records
Upstalsboom competitors and assessment
Company assessmentDirect peers
- Landal GreenParks: European operator of holiday parks and vacation rentals, including coastal locations in Germany. Comparable to Upstalsboom in short-stay vacation rentals, family-oriented positioning, and bundled-stay offerings.
- Lindner Hotels: German hotel group operating full-service and resort hotels across Germany and Europe. Comparable to Upstalsboom in mid-to-upper scale resort positioning, event offerings, and German leisure/business customer base.
- A-ROSA Resort: Operates German family resort hotels along coastal and lakeside locations. Directly comparable to Upstalsboom's family/leisure positioning and package-based vacation offerings on German waterside destinations.
- Steigenberger Hotels: German hotel chain operating city and resort hotels including coastal and island properties (e.g., Sylt). Comparable to Upstalsboom in the 4-5 star segment with similar group/event business and German-speaking leisure clientele.
- Center Parcs Deutschland: Operates holiday villages in Germany focused on family short-stay vacations. Comparable to Upstalsboom's family/short-break segment, indoor-outdoor amenity model, and German leisure customer base.
- Maritim Hotelgesellschaft: Germany's largest owner-operated hotel chain with strong coastal and resort presence. Directly comparable to Upstalsboom in operating full-service hotels and event venues across German leisure destinations, competing for similar leisure and corporate group customers.
Broad incumbents
- FeWo-direkt (Vrbo): Major German vacation-rental marketplace owned by Expedia. Directly competes with Upstalsboom's holiday apartment mediation business and UPTOUR partner network for the same property owners and German coastal leisure guests.
- TUI Deutschland: Germany's largest tourism conglomerate covering hotels, cruises, tour operations, and distribution. Overlaps with Upstalsboom in packaged German coastal holidays and acts as a broad incumbent shaping competitive pricing and channel dynamics.
Others
- Upstalsboom Herzensangelegenheiten e.V. Upstalsboom's nonprofit charitable arm supporting community projects. Listed as an ecosystem-level entity to highlight the company's social enterprise positioning rather than a direct commercial peer.
Regional players
- HRS Group (Hotel Reservation Service): Cologne-based hotel booking platform focused on the German-speaking market. Comparable distribution dynamics to Upstalsboom's direct channels and partner network, with overlapping hotel supply and corporate group booking segments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Upstalsboom social profiles
Digital presenceUpstalsboom financial estimates
Financial estimateRevenue estimate
Valuation estimate
Upstalsboom leadership team
Management profileNumber of profiles
Profiles3 records
Upstalsboom subsidiaries and ownership
Company hierarchySubsidiaries3 records
Upstalsboom funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Upstalsboom M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Upstalsboom
What does Upstalsboom do?
Upstalsboom operates hotels and holiday apartments along the German North Sea and Baltic Sea coasts, with 10 branded hotels in the 3- to 5-star segment and approximately 850+ self-operated holiday apartments across 13 destinations. The company supplements its own inventory with over 21,000 partner apartments via the UPTOUR platform, acts as a mediation service for property owners and investors, and offers curated vacation packages, gift vouchers, and event venue rentals for corporate groups.
Is Upstalsboom a public or private company?
Upstalsboom is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Upstalsboom founded?
Upstalsboom was founded in 1976. It employs 501 to 1,000 people.
Where is Upstalsboom based?
Upstalsboom is headquartered in Emden, Germany, in the Europe region.
How does Upstalsboom make money?
Four revenue lines are on record. Hotel Accommodation Bookings are the primary driver. The others are holiday Apartment Bookings, gift Voucher Sales and event Venue Rental.
Who are Upstalsboom's main competitors?
Direct peers on record are Landal GreenParks, Lindner Hotels, A-ROSA Resort, Steigenberger Hotels, Center Parcs Deutschland and Maritim Hotelgesellschaft. Broad incumbents are FeWo-direkt (Vrbo) and TUI Deutschland. Upstalsboom Herzensangelegenheiten e.V. is listed as an others. HRS Group (Hotel Reservation Service) is listed as a regional player.
Does Upstalsboom have an API?
No public API is recorded for Upstalsboom.
What industry is Upstalsboom in?
Upstalsboom's product category is Hospitality / Vacation Accommodations. Its primary akta.pro industry code is THAGAAAD, Resort-Area Full-Service Hotels (Non–All-Inclusive), with a secondary code of THAGANAI, Family & Group-Friendly Rentals (Large Homes, Multi-Unit Compounds). Its NAICS code is 72111 and its SIC code is 7000.