Michael Schnürle
Senior Consultant, Frankfurt, Germany
Michael Schnürle's impressive career spans several key areas including hotel development, operator search and contract negotiation, strategic evaluation, feasibility studies, asset management, and market repositioning.
Bio
Michael Schnürle, Senior Consultant at Horwath HTL Germany, brings extensive expertise in hotel development, operator search and contract negotiation, strategic evaluations, feasibility studies, asset management, and market repositioning. His career is distinguished by his ability to develop innovative concepts and effectively represent owners in complex projects.
Michael's professional journey spans key roles in food and beverage management, hotel consulting, and hotel development, contributing to his deep understanding of the hospitality industry. In 2012, he successfully established and led the Horwath HTL Brasil office in São Paulo, cementing the firm’s presence in the South American market. Following this, he joined B&B Hotels, where he was instrumental in the development of the chain's first properties in Brazil.
His academic achievements include an MBA in Business Administration from USP São Paulo, a specialized program in Hotel Real Estate Investments and Asset Management from Cornell University, a qualification as a Hospitality Technologist from SENAC São Paulo, and training in Financial Planning at Anhembi Morumbi University in São Paulo.
Fluent in German, English, and Portuguese, Michael’s multilingual capabilities enable him to navigate the global hospitality market with ease, fostering effective communication and collaboration across diverse regions. His combination of practical experience, strategic insight, and academic excellence makes him a key asset to Horwath HTL Germany and a trusted advisor to clients worldwide.
Michael'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.
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.
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.
