As The Charles Hotel enters an important new chapter in Munich, it does so under the guidance of Ulrich Schwer — one of Germany’s most accomplished hoteliers, whose warm, grounded character reflects the values travellers seek in the Bavarian capital.
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''Hospitality, at its heart, is about people. Over the years, I’ve learned that humility, authenticity, and integrity are what truly define lasting success in this industry''
With a career shaped across some of Germany’s most respected hotels, Ulrich arrives at The Charles Hotel with a reputation for principled leadership and consistently high standards. Recognised three times among the Top 50 Hoteliers in Germany and instrumental in leading Hotel de Rome in Berlin to Runner-Up for Rocco Forte Hotel of the Year 2025, he brings both experience and a deeply personal commitment to service.
Ulrich’s philosophy is rooted in the foundations of German hospitality: precision, respect and responsibility. “Humility, authenticity and integrity are what define lasting success,” he says — a belief reflected in the loyalty of the teams he has led. As Richard Cooke, Managing Director UK & Northern Europe, notes – he has a rare ability to foster genuine esprit de corps, creating environments where people genuinely thrive.
Moving from the historic grandeur of Hotel de Rome to the contemporary character of The Charles Hotel gives him the opportunity to shape a distinctly modern atmosphere for guests. Hotel de Rome’s heritage taught him the power of storytelling and ambience while The Charles Hotel offers a brighter, more open canvas where he can focus on ease, clarity and a service style that feels both personal and assured.
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“Each city has its own rhythm. Having experienced these nuances helps me shape a hotel identity that’s authentic to its surroundings.”
His longstanding familiarity with the German market now guides his vision for one of Munich’s most admired hotels. Ulrich understands how guests travel and what they appreciate most, shaping his approach around attentiveness, considered decisions and hospitality that feels naturally aligned with the spirit of the city.
Away from the hotel, Ulrich can be found cycling through Munich as he gets to know the city, spending time with his family in Stuttgart or, encouraging colleagues to join him on a run — a reminder of the balance, curiosity and approachability he brings to his role at The Charles.
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As Ulrich guides The Charles Hotel forward, his steady, people-centred approach sets the tone for thoughtful, refined stays in the Bavarian capital. To learn more, please reach out to your Rocco Forte Hotels sales representative.
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