Susann Sparwasser
Consultant, Frankfurt, Germany
Susann Sparwasser is a consultant at Horwath HTL Germany. Her areas of expertise include feasibility studies, project management, conception and long-term strategic planning for hotels and destinations.
Bio
Susann Sparwasser is a Consultant at Horwath HTL Germany, where she specialises in preparing comprehensive feasibility studies for hospitality and tourism projects. Her work involves analysing optimal business locations, assessing competitive landscapes, and conducting detailed financial projections to determine profitability and viability. In addition to her analytical expertise, Susann contributes to the firm's thought leadership by writing articles on industry trends and managing the company’s LinkedIn presence.
Susann holds a Master's degree in International Tourism Management from the University of Heilbronn. Her academic foundation is complemented by practical international experience gained during her time living and working in Argentina, Spain, and Italy. Before joining Horwath HTL Germany in May 2024, she honed her skills in sales and project management as a Group & Event Manager for a tour operator in Heilbronn.
Drawing on her international background and diverse experience, Susann brings a global perspective to her consulting work. Her ability to integrate analytical rigor with an understanding of cultural and market nuances enables her to deliver insightful and tailored solutions to clients. Her contributions are instrumental in ensuring the quality and impact of Horwath HTL Germany's projects.
Susann's Experience
Bold steps forward
We help clients achieve extraordinary outcomes.
Dutch Hotel Portfolio Valuation
Berlin and Osnabruck, Germany
Independent Feasibility Study Evaluation
Belgrade, Serbia
Feasibility Study for Proposed Concept
Neuss, Germany
Operational Analysis & Digital Transformation for SV Group
Multiple locations, Germany
PreOpening Support for Steigenberger GrandHotel and Spa
Heringsdorf, Germany
Strategic Operational Advisory
Biberach, Germany
Feasibility Study for TU Dresden University
Grillenburg, Germany
Feasibility Study for F&B Leases
Koblenz, Germany
Expert insights
Cutting edge analysis.
Emerging trends in hotel design
To understand this development, it’s worth taking a closer look at the key societal themes shaping our time–topics directly reflected in how we think, act, and design. The eleven megatrends identified by the Zukunftsinstitut (Future Institute) illustrate this clearly: Sustainability has become a central factor in economic and social decision-making. At the same time, both an aging population and the younger Generation Z are placing more value on health and well-being.
International investors reshape the german-speaking hotel market
Over the past two decades alone, eight hotel brands in Germany have been acquired by international investors or hotel groups, including Innside (Melià, 2007), Steigenberger (Huazhu/H World, 2019), prizeotel (Radisson, 2019), 25hours (Accor, 2016–2020), me and all (Hyatt, 2024), Novum (IHG, 2024), Ruby (IHG, 2025), and now Motel One (PAI, 2025). A similar trend can be observed in Austria, exemplified by Wyndham’s acquisition of Vienna House in 2022. These consolidations are not only accelerating international expansion for the brands involved but are also reshaping the competitive landscape in German-speaking markets. Mergers create synergies that allow combined brands to offer more competitive pricing, putting pressure on independent hotel operators and locally owned brands. But what makes German and Austrian hotel brands so attractive to international investors
Between visibility and independence – the dominant market position of Booking.com
The online travel agency (OTA) Booking.com was founded in Amsterdam in 1996 and is now one of the best-known international booking portals for vacation accommodation.
The economic importance of tourism in Germany
Tourism is not only one of the most important economic factors worldwide, but also makes a significant contribution to the German economy.
New Technology in Hospitality
As part of the 14th Heilbronn Hospitality Symposium, Horwath HTL, together with the Heilbronn Hospitality Symposium, conducted a survey to assess the view of guests in hotels and guests on new technologies.
DACH Region Hotels & Chains Report 2024
Our latest report from the German, Swiss and Austrian hotel markets.
