Ellen Graeff
Consultant, Frankfurt, Germany
Ellen Graeff consults for Horwath HTL Germany, where her areas of expertise include feasibility studies, project management, digitisation, conceptualisation and long-term strategic planning for real estate and hotel managers, particularly for private investors.
Bio
Ellen Graeff is a Consultant at Horwath HTL Germany, specialising in feasibility studies, project management, digitisation, conceptualisation, and long-term strategic planning for real estate and hotel managers, particularly for private investors. Since joining the firm in July 2021, Ellen has become a key contributor to development and asset management for hotels, with additional expertise in strategy, branding, and hotel operations.
Ellen began her career at Maritim Hotel GmbH before moving to the London headquarters of Marriott Hotels International, where she gained valuable experience in sales. She holds a degree in Tourism Management from Heilbronn University of Applied Sciences, where she focused on International Management, Hotel Management, and Incoming Tourism. Her diploma thesis explored the tourism value chain, laying the groundwork for her deep understanding of the industry.
Following her studies, Ellen refined her skills as an Account Manager at Booking.com, working across Munich and San Francisco. She returned to the hotel sector in 2011 with Accor Hospitality GmbH in Munich, specialising in corporate and MICE (Meetings, Incentives, Conferences, and Exhibitions) distribution.
In July 2018, Ellen joined Nemis Consulting as a project manager, where she further developed her expertise in hospitality distribution, marketing, online reputation, and e-commerce. These skills have positioned her as a valuable asset in creating and implementing innovative strategies for the hospitality sector.
Ellen’s breadth of experience across hotel operations, sales, and strategy development, combined with her focus on digitisation and modernisation, allows her to deliver tailored solutions to her clients, supporting them in achieving sustainable growth and operational excellence.
Ellen'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.
Rate adjustment due to wage agreement Increases
It is important to consider these wage increases both in the context of the past years (inflation) and also to recognize that inflation is already factored into these increases. Moreover, it is also understandable that an appropriate wage increases the attractiveness of the industry. Nevertheless, wage costs are often among the largest cost factors for hotels and, alongside other rising costs, contribute significantly to the financial pressure on businesses. This is reflected, among other things, in the approximately 1,200 insolvencies expected in the gastronomy sector in 2024, according to the information service provider CRIF. Unfortunately, no more recent data is available at this time. However, a clear pressure following the pandemic can be observed.
Between brand and individuality: how white-label operators influence the hotel industry
White-label operators are playing an increasingly important role in the hotel industry in Germany. But what exactly is behind this concept, and what opportunities and challenges does it present for the sector? We take a closer look at the key developments and their impact on the market.
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.