Petra Deuter is the new Managing Director and CEO | HIRMER Hospitality

Ms. Deuter has held top management positions in the upscale hotel industry in Germany and abroad for more than 20 years, including Executive Director at Iconic Luxury Hotels/L+R Hotels, Vice President Operations Europe of Highgate Hotels, and Chief Sales & Marketing Officer at Mamaison Hotels & Residences.

Owner Ulrich Hirmer: "It is important to us to ensure a smooth transition from Edith Gerhardt as head of the company, to ensure that Travel Charme and HIRMER Hospitality are managed excellently during this transition in the market and within the companies. We have succeeded in doing this with Petra Deuter. With her, we are gaining an extremely experienced hotel industry executive with a great deal of competence, energy, assertiveness, and orientation values. The fact that she is used to quickly familiarizing herself with new tasks and adding her own style will certainly make her start easier."

"With their unique hotels and their distinctive host culture, Travel Charme and HIRMER Hospitality have the best prerequisites for lasting success in the vacation hotel industry,” said Petra Deuter. “At the same time, the company is in a state of upheaval. Shaping this phase together with the employees, with my colleagues in management and with the owners is a very exciting task. In doing so, I will build on the value-oriented management culture of my predecessor, Edith Gerhardt, who laid important foundations and set high standards."

Background Petra Deuter
Petra Deuter is an experienced executive with more than 20 years of strategic, commercial, and operational background in tourism and hospitality. She has international expertise in a number of roles: CEO, Managing Director, Board Member, EVP in functions such as Asset Management, Branding, Operations and Sales and Marketing. As a leader, she has deep appreciation and understanding of stakeholder engagement from employees and customers to the boardroom and owners.