He can see 'his' hotel from his living room — it's right across the street. There's no need for him to dress up in a suit and tie: at the 25hours Hotel Das Tour, things are done differently. Jeans, a casual jacket, T-shirt and trainers – this is how Timo Schmitz stands at his standing desk, walks through the hotel and acts as a DEHOGA North Rhine-Westphalia board member and Düsseldorf hotel industry spokesperson. Timo Schmitz likes things unconventional. This is one of the reasons why he took on the role of general manager: to turn the hotel, which opened in Düsseldorf during the 2018 Tour de France, into a favourite place for tourists and a living room for Düsseldorf residents.

Timo, as the boss of 100 employees, a hotel with 197 rooms and The Paris Club restaurant and bar, what is important to you?
A flat hierarchy. We are all on first-name terms with each other and with our guests. As a unique hotel brand, we embrace German-French friendship with a sense of humour. Guests can take a bath outside on their balconies and our floors are inspired by the colours of the French flag. We focus on our urban location and reflect the local context, offering a blend of design, art and gastronomy. Here, in the heart of Quartier Central, we celebrate the French way of life, and our restaurant and Café La Tour are popular with hotel guests, local office workers and residents alike. Our hotel is intended to be a place that adds value to the neighbourhood and promotes personal encounters, connecting guests with the city.

You are known as an energetic entrepreneur and have said that culture is the key to enjoyment. What does that mean in the hotel industry?
We create experiences. Culture can be very diverse. On the last Thursday of every month, The Paris Club Bar hosts a rooftop party. On Fridays and Saturdays, there are DJ sets. There are also readings, concerts, and live painting behind the bar. We start Sundays with yoga sessions and a day-drinking event for all the senses. It is important to us that what is happening in the city is reflected in our hotel. On the 16th and 17th floors, you can enjoy a great view of the Japan Day fireworks, while matcha and miso cocktails are mixed at the bar. You can find the first collaboration with Takumi on the menu at the Paris Club during Japan Week. Three pavilions representing 25hours will be present at the France Festival, and bar talks and culinary highlights are planned during the 'Chefs in Town' gastronomic event. We want to be a meeting place, not just a selfie hotspot.

So, you don't just offer rooms to stay in?
In fact, three quarters of our restaurant guests haven't booked a room – they come for a meal and/or a drink.

Thanks to your open manner and extensive network, you are in high demand in the industry and in the city. What drives you?
For example, I volunteer on the board of Dehoga (the German Hotel and Restaurant Association) because I want to be heard and make a difference. We need to make our industry more visible and contemporary to the outside world. This starts with the training exams and continues through to events. Inspiring others with enthusiasm is the be-all and end-all.

And then there's the issue of skilled labour shortages. Is this a problem?
We are well positioned. We are the only hotel company in Germany to have introduced a four-day week with full pay for a seven-day operation. 25hours benefits from a strong brand and serves a niche market.

2024 was a record year for tourism in Düsseldorf, with 5.54 million overnight stays. Are you satisfied?
2025 is set to be a rather weak year, following a recordbreaking 2024. The absence of international trade fairs, and the smaller, less important ones that will be taking place, will only exacerbate this. Düsseldorf is an event city. The hotel industry can only flourish when there are events in the city. We need to build on these successes and encourage guests to extend their stays. Recently, overnight guests spent an average of 1.7 days in Düsseldorf, which is exactly the same as in 2023. As a city of 650,000, we don't have such a large domestic market, but we do have extremely high hotel capacity. We need to monitor this closely and raise awareness among the authorities. Even Frankfurt, which has a comparable population, achieves over 11 million overnight stays, thanks to its airport and the number of layovers.

„We need to make our industry more visible and contemporary to the outside world“

ABOUT TIMO SCHMITZ

Born in Cologne, Timo Schmitz ended up in Düsseldorf after taking a few detours along the way. After graduating from high school, he began his career with an apprenticeship as a hotel manager at the Intercontinental Hotel in Cologne, before going on to found and become a managing partner of a boutique hotel group. His dream job came at the age of 23 when he became head concierge at the Hyatt Düsseldorf, sporting the golden keys on his lapel. But he wanted more. He started his own business, becoming the founder and managing director of a full-service boarding house and the ‘Kleine Luise’ – a hotel concept with a bar. This was followed by the opening of his restaurant 5P on Kiefernstraße, which was designed by artists. In the basement, he set up a recording studio. The 37-year-old is the epitome of an entrepreneur, enthusiastically turning everyday life into something special. His role as general manager of the 25hours Hotel Das Tour in Düsseldorf fits perfectly with his vision.

The Café La Tour beckons right at the entrance.

What does Düsseldorf need?
A thriving economy. Currently, even large corporations are reducing accommodation for their employees. Sustainable event formats such as Music Week and the Chefs in Town campaign are of central importance. 25hours will take part in September, when my friend, the Michelin-starred chef Franz Keller, will be cooking for us. We are a city of events, art and culture, and experiences are in demand. Unfortunately, the planned open-air park at the exhibition centre is still under discussion, and its opening has been postponed. We need to embrace diverse formats, particularly across districts of the city.

Do you enjoy staying in hotels when you're away from home?
I love it. Even as a child, I loved going on holiday with my grandparents to the south of France. I also really enjoy eating out. I love immersing myself in our industry and collecting memories on my travels.

You used to be a professional cyclist for Team Festina. How do you keep fit now?
I gave up my professional cycling career in my early 20s. Now, I ride my bike to Carlsplatz and I like meeting my friends for a game of basketball. I enjoy spending time in the lively areas of our city and taking in the view from our 17th-floor balcony. •

Text: Dagmar Haas-Pilwat
Pictures: Joshua Hofmann, Steve Herud STEVE HERUD

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