Return of seasoned hospitality executive signals strategic momentum following IHG partnership and rising investor interest in Lean Luxury
Ruby Group has welcomed back Jens Gmiat as Chief Operating Officer, reinforcing its leadership team as it prepares for accelerated global expansion. With more than 30 years in the international hospitality industry, Gmiat’s return comes at a pivotal moment, just weeks after Ruby Group announced a strategic partnership with IHG Hotels & Resorts, aimed at scaling its Lean Luxury model internationally.
Gmiat, who helped lay the operational foundations of Ruby in its early years, will now oversee operations, commercial strategy and People & Culture. During Danielle Boeken’s maternity leave, he will also lead the commercial division directly. His extensive portfolio includes leadership roles at Soho House, Zoku, HotelCo51 and most recently at London-based Criterion Hospitality, where he managed both owned and franchised hotel assets.
“We are pleased to welcome Jens back to Ruby Group in this strong growth phase of the organisation. His deep operational and commercial expertise, combined with his direct knowledge of the Ruby DNA, make him ideally suited to help lead Ruby Group in the next phase of international growth,” said Michael Struck, Founder and CEO of Ruby. “With his proven leadership skills and commercial acumen, Jens will play a key role in scaling our Lean Luxury model into new markets.”
Ruby’s strategy offers investors a clear value proposition: the combination of luxury lifestyle hospitality with lean, tech-driven operations. The model enables premium positioning while maintaining operational efficiency, a key metric for long-term profitability in the evolving urban hospitality landscape. With 20 hotels operating across Europe and 14 more in development, Ruby is attracting growing interest from institutional investors seeking asset-light concepts with proven brand equity.
The Group has also bolstered its senior management structure. Alongside Gmiat, Fabian Zellinger, Chief Growth & Innovation Officer, and Martin Zilkens, Senior Vice President Finance & Controlling, now join Struck as managing directors. This restructuring supports Ruby’s transition into a more complex organisation, which today includes 20 legal entities across 10 countries and a growing network of Ruby Workspaces, offering flexible, community-driven office concepts.
“As our group structures continue to develop, strengthening the level of our managing directors is essential to maintain our focus on responsible and sustainable growth,” added Struck. “Fabian, Martin and Jens have contributed to the growth and design of Ruby Group in recent years. I am grateful and proud that they are by my side as managing directors, to lead us through this next phase of development.”
People mentioned:
Jens Gmiat – Chief Operating Officer, Ruby Group
Michael Struck – Founder and CEO, Ruby Group
Danielle Boeken – Senior Vice President Commercial, Ruby Group
Fabian Zellinger – Chief Growth & Innovation Officer, Ruby Group
Martin Zilkens – Senior Vice President, Finance & Controlling, Ruby Group
Companies mentioned:
Ruby Group – Hospitality operator and developer
Soho House – Previous employer of Jens Gmiat
Zoku – Previous employer of Jens Gmiat
HotelCo51 – Previous employer of Jens Gmiat
Criterion Hospitality – Previous employer of Jens Gmiat
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