The Netherlands-based hospitality brand, CityHub, has confirmed plans to develop its fifth European location with the conversion of an existing property in Hamburg.
The new site marks CityHub’s first hotel conversion and its entry into the German market, with plans to expand further following successful launches in Amsterdam, Rotterdam, Copenhagen, and Reykjavik.
The upcoming CityHub Hamburg will be created through the adaptive reuse of the existing Hotel Pacific building.
In partnership with lead investor and local real estate developer Kohler & von Bargen, the project will double the site’s current 52 units, transforming it into a 110-key hotel by utilising CityHub’s space-efficient, modular “Hub” rooms design.
Hamburg’s tourist industry has gone from strength to strength in recent years, welcoming a total of over 16 million overnight stays last year.
Located at the junction of St. Pauli and Sternschanze, two of Hamburg’s most dynamic neighbourhoods, and home to legendary venues like the Star-Club, the Kaiserkeller, and The Indra, the new CityHub location will offer both private space and shared amenities and a communal hangout area for guests.
The site is just a few stops from Hamburg Central Station, providing strong transport links to the wider city and beyond.
Remco Gerritsen, CEO of CityHub, commented: “Hamburg is one of Germany’s most dynamic and fastest-growing destinations, making it a natural fit for the next phase of our European expansion.
“Our ambition is to build a connected network of CityHub Hotels in key urban centres across Europe, providing modern travellers with a consistent, design-led experience that blends privacy, technology and affordability.
“Hamburg’s strong tourism growth, cultural vibrancy and progressive approach to urban development makes it an ideal location for our first German site.”
The project reflects CityHub’s broader strategy of repurposing existing property assets rather than requiring full demolition or new builds.
Remco Gerritsen explains: “CityHub offers a compelling proposition. Our space-efficient Hub concept allows for a significantly higher room count within the same space, maximising potential revenue per square metre.”
Helmut Köhler at Köhler & von Bargen added: “The Hotel Pacific building has long attracted interest due to its prime location in one of Hamburg’s most energetic and diverse districts.
“But we have taken a deliberate, long-term approach to its redevelopment. We wanted a project that would be durable, sustainable, and create lasting value, not just for investors, but for the local community and the city’s growing visitor base.
CityHub’s model really stood out for its innovation, its proven success in other European cities, and its ability to breathe new life into traditional hospitality assets.
By reimagining the space rather than rebuilding it, this project will preserve the building’s structure while delivering a smart, contemporary and high-density accommodation offer that meets the needs of today’s travellers.”
Construction and redevelopment work on CityHub Hamburg is set to begin later in 2025, with a current opening date planned for 2027.
