Ruby is a young, rapidly expanding hotel group with 15 hotels, three linked workspaces in major European metro areas and other projects under construction throughout Europe. The Munich-based group was founded in 2013 by Michael Struck who serves as CEO. The brand is a player in the evolving and growing "affordable luxury" market segment and wants to attract what they describe as "cost and style-conscious customers" with its '"lean luxury" strategy. Ruby is not only expanding in Europe, but it is bringing its philosophy to China with projects in five cities that are near completion, according to a company statement. As of February, Ruby employed 330 people. By the end of 2023, the group plans to have around 680 employees across Europe, with a capacity of 3,576 rooms and more than 1,500 workspace desks. One way Ruby is trying to attract hospitality employees in its growing network is through a novel recruitment campaign in which every new employee with six months at their new job will receive up to €500 for a tattoo, piercing or new hairstyle. Ruby says it "wants to encourage its employees to create their individual success story, to show their own personality and also showcase it at work."
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