Sustainably managed hotels embody a particular mindset. This raises an interesting question when such hotels are handed over to the next generation: How does the younger generation view sustainable hospitality? For the Green Travel Blog, we spoke with Xaver Schulze Diekhoff (25), from the STURM organic and wellness hotel in Mellrichstadt. As part of Generation Z, he primarily considers sustainability in pragmatic terms rather than ideological ones, dispelling common clichés in the process.

From a concrete eyesore to a design and lifestyle hotel: Three generations have shaped the STURM

Green Travel Blog: Hello Xaver, first of all, thank you for taking the time to do this interview today. The STURM is a well-known hotel, and many people come to Mellrichstadt just to stay there. Do you feel any “pressure” to do even better as the next generation?

Xaver Schulze Diekhoff: I wouldn’t call it pressure. Of course, continuing to run such a successful business is a big challenge, and you want to do it justice. At the same time, though, my parents give me a lot of support by fully backing me.

GTB: The STURM has had an eventful history. Originally located on the inner-German border, it later became a popular destination for motorcyclists. Today, it is an oasis of peace and wellness. What are your thoughts on this transformation?

Xaver:

Of course, I haven’t experienced all of STURM’s phases myself because it has been around for 50 years. Nevertheless, I have many positive memories of earlier times, such as the famous motorcycle days with their legendary parties.

We’ve transformed from a real eyesore into an architectural highlight with a strong focus on sustainability. My parents made a conscious decision to prioritize sustainability at a time when it wasn’t nearly as prominent an issue as it is today.

In my opinion, the decision to transition to an organic and wellness hotel was timely and correct. It is also one of the reasons why STURM is still in business today.

“Sustainability pays off on the balance sheet.”

GTB: Will you continue down this path?

Xaver: As a family—my parents, Christa and Matthias; my brother, Julius; and myself—we actively promote a sustainable approach. We are constantly looking for ways to improve, whether in the food and beverage sector or in structural development.

Sustainability is much more than just a marketing tool. It is a smart economic decision that directly impacts the balance sheet by lowering energy costs and increasing resource efficiency. Furthermore, we prioritize preserving existing structures and modernizing them rather than demolishing them and constructing new ones.

GTB: As for the architecture, you are working closely with Professor Loebermann, a popular contemporary architect.

Xaver: Yes, and he has already received several awards for this (e.g., the “Best Architects Award 2024” for our Garden View Rooms). Some of his most iconic designs have been realized here.

Connected to nature

GTB: How would you personally define sustainability?

Xaver: To me, sustainability means treating our environment with care and taking responsibility for how we use resources. It means making decisions based not just on short-term benefits, but also on long-term effects.

I am a passionate hunter myself, which has given me a special appreciation for meat as a product. People who know where meat comes from and take responsibility for it automatically treat it with greater care. This attitude shapes both my personal understanding of sustainability and my work at STURM.

GTB:What is your role at STURM?

Xaver: I am involved in operations and serve as a direct point of contact for employees. At the same time, I am gradually learning the ropes of the managing director’s role from my father, so that I can responsibly continue to run the company in the long term.

GTB: Have you had the opportunity to contribute your own ideas or new impulses to the hotel? How open are your parents to suggestions?

Xaver: My parents are very open-minded. They listen to and discuss everything I suggest, and, in the best case, implement it. This has allowed me to contribute several ideas (e.g., the regular guest concept), and I believe STURM will continue evolving in the future while maintaining its identity.

The STURM in the Rhön – a hideaway from everyday stress

GTB:What made your guests choose STURM in the first place?

Xaver: Here with us, you can consciously escape the stress of everyday life and noisy cities. The peace and quiet, nature, organic cuisine, wellness offerings, and vastness of the Rhön provide the perfect setting for relaxation.

Is there anything you would like to tell travelers interested in sustainable vacations?

Xaver: Sustainable holidays are not about doing without; rather, they are about experiencing things more consciously. It means perceiving things more intensely, using resources mindfully, and prioritizing quality over quantity. Those who travel with this mindset often take home not only a greater appreciation for nature, products, and people, but also more peace and contentment.

GTB: That sounds like a clear stance. We look forward to seeing how you continue to shape STURM in the future. Thank you very much for speaking with us.

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