Hotel Maximilian's

What Hotel Maximilian's does

Hotel Maximilian's is a privately held 5-star superior luxury hotel located on Maximilianstraße 40 in Augsburg, Bavaria, Germany, operated by Drei Mohren GmbH. The property offers 139 rooms and suites across seven categories ranging from 18 m² Classic rooms to 89 m² Signature Pool Suites, with seven additional suites added via a new construction at Katharinengasse 12 featuring a year-round heated rooftop pool and expanded parking with license-plate recognition. The hotel serves four primary customer groups: affluent leisure travelers (cultural tourism, Oktoberfest packages, romantic getaways), corporate and MICE clients using 12 multifunctional conference rooms and the 538 m² Teehalle (up to 500 guests), wedding and private celebration parties (up to 300 wedding guests in the Teehalle), and families/pet owners, supported by HiPP family amenities and Fellby dog VIP services.

The property operates four F&B destinations — the Michelin-starred Sartory Restaurant (Executive Chef Simon Lang), maximilian°s ("best urban kitchen"), Bar 3M, and THE WINERY — plus the Steinborn SPA offering luxury beauty and wellness treatments. Core technology infrastructure includes a Synxis/Sabre hospitality booking engine, 1 Gbit/s WiFi, 4K Smart TVs with Netflix, Technogym fitness equipment, GRANDER water systems, and eco-friendly air conditioning. Distribution combines direct booking via the hotel's own website (German/English), the Preferred Hotels & Resorts iPrefer loyalty program (since January 2020), OpenTable for restaurant reservations, Shopify for merchandise, and a dedicated direct events sales team.

The business model is a hybrid revenue structure with four streams: hotel room revenue (rates quote-based, not publicly disclosed), F&B (breakfast €39, brunch €65, event catering €34-€154/person), events/conferences (professional services with per-person pricing), and spa/day pass transactions (€39/person). The hotel was previously operated under Steigenberger Hotels AG franchise from 1979-2020 before becoming independent and joining the Preferred Hotels & Resorts LVX collection. The hotel is Green Globe certified and measured 1,128.94 tonnes CO₂e in 2023 per the GHG Protocol in partnership with myclimate.

Name

Hotel Maximilian's

Legal name

Drei Mohren GmbH

Website

https://hotelmaximilians.com

Company type

Private

Founded year

1722

Operating status

Operating

Headcount range

51–100 employees

Short description

Hotel Maximilian's is a privately held 5-star superior luxury hotel in Augsburg, Germany, operating 139 rooms and suites, a Michelin-starred restaurant, conference facilities, and spa amenities for affluent leisure, corporate MICE, and wedding guests.

Ownership category

akta.pro rank

Product category

Luxury Hotels

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211), Accommodation (721), Drinking Places (Alcoholic Beverages) (7224)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Urban Luxury Hotels (City Luxury) (THAGACAE)

akta.pro secondary industries

Business & Corporate Full-Service Hotels (THAGAAAE), Corporate Conference Center Hotels (THAGALAF), Hotel & Resort Convention Venues (Convention Hotels) (THAHAAAC), Lounge Bars & Hotel Bars (THAFAEAI)

Keywords

• Luxury hotel accommodation
• Fine dining restaurants
• Spa wellness services
• Conference meeting venues
• Wedding event hosting

Headquarters

HQ city

Augsburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. Hotel Room Revenue: Core revenue from 139 rooms and suites across 7 categories (Classic, Superior, Studio, Executive, Suite, Paganini Suite, Suite 500) ranging from 18-89 m². 5-star superior positioning with rates starting from approximately €30 extra bed fee and €19 pet fee per day.
2. F&B — Restaurants & Bars: Revenue from two restaurants and bars: maximilian°s ('best urban kitchen', breakfast €39, brunch €65, open daily), Sartory Restaurant (1 MICHELIN star, 5-course menu, Wed-Sat), Bar 3M (Augsburg's best bar, Mon-Fri 14:00-01:00, Sat-Sun from 10:00), and THE WINERY (wine shop, Tue-Fri 11:00-18:00, Sat 11:00-17:00).
3. Events & Conferences: Revenue from hosting conferences, weddings, and celebrations. The Teehalle (538 m²) accommodates up to 500 guests; 12 multifunctional meeting rooms on 1,200 m². Packages from €34/person (aperitif) to €154/person (4-course Hüttenzauber).
4. Spa & Day Pass: Sauna & Gym Day Pass for external guests at €39/person/day (bathrobe, slippers, towels included; pool access not included). Spa treatments at Steinborn SPA (facial, body, massage, manicure, pedicure, makeup).

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Hotel Maximilian's operates a 5-star superior luxury hotel with 139 rooms and suites (18-89 m²) across seven categories, plus two restaurants (Sartory with 1 MICHELIN star, maximilian°s), Bar 3M, THE WINERY wine venue, a 360 m² spa with year-round heated rooftop pool, and 12 multifunctional conference rooms totaling 1,200 m². The hotel also hosts weddings, corporate events, and seasonal packages for leisure and business travelers in Augsburg, Bavaria.

Product overview

Hotel Maximilian's is a 5-star superior luxury hotel in Augsburg, Germany, offering 139 rooms and suites (18-89 m²) across multiple accommodation tiers. The property operates two acclaimed restaurants: the Michelin-starred Sartory Restaurant and maximilian°s (best urban kitchen), plus Bar 3M and THE WINERY. Wellness facilities include a 360 m² spa with Finnish/bio saunas, rooftop pool, and Technogym fitness center. The hotel features 12 multifunctional conference rooms on 1,200 m² for up to 500 guests, plus extensive wedding and event venues. Additional services include the Steinborn SPA, family and pet-friendly amenities, iPrefer loyalty program, and the Hüttenzauber winter event.

Differentiator

Problem solved

Functional benefit

Brands

• Sartory Restaurant: Michelin-starred gourmet restaurant offering fine dining with clean design and elegance.
• maximilian°s
• Bar 3M
• THE WINERY
• Steinborn SPA

Products and services

• Hotel Rooms & Suites Accommodation across 139 rooms and suites in seven categories (Classic, Superior, Studio, Executive, Suite, Paganini Suite, Suite 500, Schaezler Suite I/II, Urban/Deluxe/Signature Pool Suites) ranging from 18 m² to 89 m². Rooms feature modern interior, ensuite bathrooms, minibar, Nespresso machine, 1 Gbps WiFi, 43-48 inch 4K Smart TVs with Netflix, eco-friendly air conditioning, and Molton Brown toiletries, targeting leisure and business travelers seeking 5-star superior stays.
• Spa & Wellness 360 m² spa with Finnish sauna, bio sauna, aroma salt steam bath, relaxation room with GRANDER drinking water fountain, separate ladies' sauna, 24-hour Technogym fitness room, and year-round heated rooftop pool (14m x 3m). Includes Steinborn SPA by Oksana Steinborn offering Hydrafacial Original, oxygen therapy, massages, facials, body treatments, manicure, pedicure, and makeup services using Swiss Cellcosmet, Cinq Mondes, and AUTEUR luxury cosmetics. External guests can purchase a Sauna & Gym Day Pass at €39/person/day.
• Sartory Restaurant MICHELIN-starred gourmet restaurant open Wednesday-Saturday 18:00-22:00, offering refined fine dining cuisine by Executive Chef Simon Lang. The restaurant was awarded 1 MICHELIN star in February 2019 and is available for private events hosting 2-26 guests.
• maximilian°s Restaurant The hotel's main restaurant branded as 'best urban kitchen', serving international cuisine with an open show kitchen. Offers breakfast (€39/person, Mon-Sun 06:30-10:30), brunch (€65/person), lunch (Mon-Sun 12:00-14:00), and dinner (Mon-Sa 18:00-22:00). Private dining in the Orangerie accommodates up to 40 persons.
• Bar 3M Augsburg's best bar offering curated cocktails and classic bar food, open Monday-Friday 14:00-01:00, Saturday 10:00-01:00, Sunday and holidays 10:00-23:00. The bar serves as a meeting point on Maximilianstraße and is available for private events up to 60 guests.
• THE WINERY Wine shop and tasting venue at Augsburg city market offering approximately 70 selected wines for on-site enjoyment or takeaway, open Tuesday-Friday 11:00-18:00, Saturday 11:00-17:00. Managed by André Maier.
• Meetings & Conferences Event infrastructure comprising 12 multifunctional conference rooms totaling 1,200 m², including the Teehalle (538 m², up to 500 persons) with 12,000 ANSI-Lumen laser projector, integrated stage, and 8.10m ceiling height, plus the Music rooms (50-182 m²), Fugger (57 m²), Welser (26 m²), Piccard (56 m²), Zeppelin (40 m²), Agnes Bernauer/Herwart (73 m²). All rooms are darkenable and air-conditioned with 1 Gbps WiFi, targeting corporate conferences, seminars, board meetings, product launches, and gala dinners.
• Weddings & Celebrations Event venue hosting up to 500 guests for weddings and private celebrations, featuring the iconic Teehalle with glass cupola (up to 300 wedding guests), Music rooms (50-90 guests), Sartory Restaurant (2-26 guests), maximilian°s with Orangerie (up to 100 guests), Bar 3M (up to 60 guests), Enoteca wine cellar (57 m², 10-30 guests), Lounge terrace (up to 200 guests), and Fugger room. Includes event planning and catering packages.
• Hotel Merchandise Shop Online shop powered by Shopify selling hotel merchandise and products directly to consumers globally. Supports direct e-commerce sales of branded items from the hotel.

Quantifiable outcome

• One of 73 five-star superior hotels in Germany and one of 11 in Bavaria as of 2021
• +4 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature7 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• myclimateminorStrategic or Co-development Partner · 1 January 2023myclimate collaborated with the hotel to measure its total CO₂ footprint for the first time in 2023: 1,128.94 tonnes CO₂e per the GHG Protocol, covering energy, mobility, materials, and services. The measurement is the first step in the hotel's sustainability strategy to reduce emissions systematically.
• Preferred Hotels & ResortscoreGTM or Marketing Partner · 1 January 2020Since 1 January 2020, Hotel Maximilian's has been a member of Preferred Hotels & Resorts (LVX collection), the renowned American marketing cooperation of independent luxury hotels. The partnership provides global distribution, the iPrefer loyalty program (10% member rates, room upgrades, global WiFi, points for free nights), and marketing exposure through Preferred's global platform (iprefer.com, preferredhotels.com). The hotel displays the Preferred Pineapple logo and iPrefer badge on its website and booking engine.
• Synxis (Sabre Hospitality Solutions GmbH)coreTechnology or IntegrationSynxis, a booking platform operated by Sabre Hospitality Solutions GmbH (Frankfurt), powers the hotel's online reservation system. Synxis handles guest booking data including name, address, email, date of birth, and credit card details as a data processor. The hotel receives anonymized aggregate statistical data from Synxis for service improvement.
• Steinborn SPAcoreStrategic or Co-development PartnerOksana Steinborn and her team operate the hotel's Steinborn SPA, offering luxury beauty and wellness treatments using Swiss Cellcosmet, Cinq Mondes, and AUTEUR products, plus Hydrafacial Original and oxygen therapy. The SPA is open Tue-Sat 09:00-19:00, Sundays on request. Managed by Oksana Steinborn with in-house treatment rooms.
• Steigenberger Hotels AGminorStrategic or Co-development PartnerSteigenberger managed the hotel from 11 June 1979 until 1 January 2020. Under Steigenberger management, the hotel established itself as a leading conference hotel. From 1 January 2013, the hotel operated under a franchise agreement with Steigenberger Hotels AG. The hotel left the Steigenberger group on 1 January 2020 to become an independent private hotel.
• Fußner Kühne Architekten & Geiger Schlüsselfertigbau AugsburgminorImplementation/ SI/ Consulting PartnerArchitects Fußner Kühne designed and Geiger Schlüsselfertigbau Augsburg constructed the new building at Katharinengasse 12, adding 7 new suites, rooftop pool, and expanded parking. A time capsule was embedded in the foundation during construction.
• HiPP HoldingminorGTM or Marketing PartnerHiPP supplies baby food (HiPP baby jars), care products (HiPP care set), and partners with the hotel for family travel services. Babies and young children receive complimentary HiPP baby jars, bibs, and high chairs at the hotel restaurant.
• FellbyminorGTM or Marketing PartnerFellby provides an exclusive dog VIP pampering programme for four-legged guests. Dogs receive a Fellby welcome treatment and DOG-Bar access in the lobby. Fellby is also featured as a partner on the hotel's website.
• Irish PureminorGTM or Marketing PartnerIrish Pure operates the DOG-Bar in the hotel lobby, providing refreshments for canine guests. Dogs staying at the hotel have access to Irish Pure's DOG-Bar in the lobby.
• Augsburg MarketingminorGTM or Marketing PartnerAugsburg Marketing partners with the hotel for local tourism promotion. The hotel participates in Augsburg's 'Spurensuche' audio adventure with Sherlock Zirbel and Dr. Datschi, a free family activity near the hotel. The hotel recommends Augsburg Marketing's city tours and local attractions.
• Eckerle, Klassik Radio, Goldschmiede Werner, Mercedes-Benz Augsburg, Paganini Augsburg, Ladurée Paris, Augsburg Staatstheater, VBA events, Sonntag und Partner, Grandel, Hörl Juwelier, and 15+ additional local partnersminorGTM or Marketing PartnerThe hotel maintains partnerships with approximately 25 local Augsburg businesses and cultural institutions including fashion (Eckerle), jewelry (Goldschmiede Werner, Hörl Juwelier), automotive (Mercedes-Benz Augsburg), music/culture (Klassik Radio, Augsburg Staatstheater, Paganini), gastronomy (Ladurée Paris), events (VBA events), and professional services (Sonntag und Partner, Grandel). These are displayed as partner logos on the hotel's website, indicating mutual cross-promotional relationships.

Scale indicators8 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Hotel Adlon Kempinski Berlin: Iconic five-star luxury hotel in Berlin operated by Kempinski. Comparable as a German five-star luxury hotel with strong F&B, MICE, and historic-heritage positioning, though in a primary Tier-1 city rather than secondary.
• Brenners Park-Hotel & Spa: Five-star luxury hotel in Baden-Baden, Germany, operated by Oetker Collection. Comparable as a German independent luxury hotel with heritage, spa, Michelin-adjacent dining, and a strong events business — similar scale and positioning to Hotel Maximilian's.
• Hotel Nassauer Hof Wiesbaden: Independent five-star luxury hotel in Wiesbaden with long heritage, comparable size, and similar mid-tier-city positioning. Strongly comparable as a privately-owned German luxury hotel competing on heritage, F&B, and events.
• Hotel Vier Jahreszeiten Kempinski München: Five-star luxury hotel on Maximilianstraße in Munich operated by Kempinski. Direct comparable in terms of city-center luxury, F&B reputation, MICE infrastructure, and target guests (luxury leisure + corporate).
• Hotel Bayerischer Hof: Five-star luxury hotel in Munich with comparable heritage positioning, multiple restaurants, large event facilities, and a similar five-star superior / Leading Hotels profile. Most direct comparable in terms of Bavarian luxury hotel operations and brand identity.
• Hotel Traube Tonbach: Five-star family-owned luxury hotel in the Black Forest with Michelin-starred restaurant, spa, and event facilities. Comparable as an independent German luxury hotel with culinary and wellness differentiation, similar ownership structure.

Others

• Preferred Hotels & Resorts: Global marketing and distribution network of independent luxury hotels (LVX collection) of which Hotel Maximilian's is a member since 2020. Relevant as the channel partner shaping reach, loyalty (iPrefer), and ADR/leisure-travel mix.
• Steigenberger Hotel & Resorts: Former management/franchise partner of Hotel Maximilian's (1979–2020). Operates a portfolio of German luxury and upper-upscale hotels; relevant peer as the legacy brand infrastructure Hotel Maximilian's exited and the alternative for managers evaluating distribution.

Regional players

• Kempinski Hotel Berchtesgaden: Five-star luxury resort hotel in the Bavarian Alps operated by Kempinski. Comparable on luxury positioning, F&B, and spa offering, though based in a leisure/alpine catchment rather than a city.

Emerging players

• Rosewood Munich: Newly opened luxury hotel in central Munich (2024) targeting similar high-net-worth leisure and corporate guests. Relevant peer as a recently developed luxury competitor in the same Bavarian catchment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xfacebook.com/hotelmaximilians
• LinkedInlinkedin.com/company/hotelmaximilians
• Instagraminstagram.com/hotelmaximilians

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hotel Maximilian's