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Lokalee Enters Global Partnership with Primestar Group

The digital concierge platform that will empower the guest experience at all the hotels in Primestar’s portfolio globally.

Dubai, September 1, 2023.

Lokalee, a Dubai-based firm, has been appointed as the exclusive global digital concierge platform for Primestar Group, an innovative German hotel management company. The partnership is focused on enhancing the hotels’ guest experiences through the implementation of Lokalee’s AI-powered content platform for hospitality.

The partnership complements Lokalee’s rapidly growing network of global and local partners, with sought-after destinations by global travelers, extending into major cities in Germany, Austria, and Italy. Primestar Group currently operates 18 of its own brands, including the new JuneSix and June Stay Hotels, along with franchise hotels in select European cities on behalf of leading international brand hotels such as InterContinental Hotels Group (IHG), Hilton, Wyndham Hotels & Resorts, and Mercure Hotels.

Lokalee is a fully integrated solution that allows Primestar hotel guests to browse and book everything the hotels and their cities have to offer without queueing or waiting at the reception. Based on proprietary content, Lokalee offers direct access to up-to-date local experiences, hidden gems, top-rated tours, and picks and tips curated by their local heroes and global partners in cities around the world. Primestar guests will be able to get personalized offers based on their location, preferences, the purpose of their visit, and available time.

“We are eager to play a part in Primestar’s digital transformation. With Lokalee, the hotels in Primestar’s portfolio can promote their services, offers, and promotions directly to guests, not just enhancing the guest experience but also adding a new source of revenue through in-app purchases even when their guests are not in-house”, said Samir Abi Frem, CEO of Advanced Digital Technology and Lokalee.

“We’re excited by this new cooperation with Lokalee and its partners. This is our next big step towards a valuable guest experience offering more than only hotel beds but memorable activities in and outside of our properties. Overall, this cooperation underlines Primestar´s strategic approach towards further digitalization and automation of our business model”, said Ronald Nilsson, CCO of Primestar Group. “

About Lokalee

Lokalee is an AI-powered content platform specifically developed for hotels. Fully customizable, Lokalee powers the digital guest experience and enables hotels to connect directly with guests from pre-arrival to post-departure. The plug-and-play white-label app allows hotel guest to browse and book everything the hotel and city has to offer, delivering curated experiences and locally authentic recommendations based on their geo-location, purpose of visit, preferences, and available time. Through Lokalee, hotels can promote their services, boost footfall, and generate additional revenue streams from in-app purchases even when guests are not in-house. To learn more, please visit

More information on Primestar Group

Primestar Group currently operates 17 hotels in major German cities. With the newly opened DoubleTree by Hilton Vienna Schönbrunn, the franchise portfolio currently includes 3,701 rooms in the German A locations, and Vienna, another hotel in Vienna is under construction. With Primestar Operator GmbH, the Primestar Group launched its own June Six brand in the city boutique hotel segment and has now expanded the June Six portfolio to include the June Stay long-stay concept with the opening of the June Stay Lake Garda. For its own brand, Primestar Group is focusing on growth via the acquisition of existing hotels, leases, or operators.


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