Published on : Tuesday, October 4, 2016
Steigenberger Hotels AG is a traditional company set for international growth. The company intends to tap into new markets. To do this, it is changing its brand architecture and consolidating its three hotel brands into one umbrella brand: Deutsche Hospitality.
Puneet Chhatwal, CEO of Steigenberger Hotels AG, says: “These two words combine our German roots and our international vision. The new umbrella brand is a vital lever that will unleash dynamism, help us to expand internationally, and drive innovation.”
Deutsche Hospitality unites three hotel brands under one name: Steigenberger Hotels and Resorts represent luxury and ultimate hospitality; Jaz in the City, with its pioneering concept, is young, urban, and close to the pulsating life of the city; and IntercityHotels are at the heart of the most beautiful cities in Germany with the best connections to important transport hubs. This makes Deutsche Hospitality a strong umbrella brand which can be home to additional hotel brands in the future. The international sound of its name lays the perfect foundations for expanding into new locations.
The new umbrella brand is a clear acknowledgment of the hotel group’s brand values: Deutsche Hospitality is an international and dynamic brand family that is characterized by attributes such as passion, perfection, caring, tradition, and vision. Deutsche Hospitality positions itself as an excellent host and an attractive employer that wows its staff across the globe.
A total of 116 hotels in twelve countries and on three continents are part of the Deutsche Hospitality umbrella brand. 20 of these hotels are under construction or in the planning stage. Steigenberger Hotels and Resorts’ portfolio comprises 56 fascinating locations around the world. The brand represents luxury and ultimate hospitality. From historic long-standing tradition to lively city residences right through to spa oases with amazing natural surroundings – there is an extensive range of hotels with distinctive Steigenberger flair. The Steigenberger Hotel Köln in Cologne and the Steigenberger Airport Hotel Istanbul (Turkey) are the latest hotels to have opened. Two hotels outside of Europe – the Steigenberger El Tahrir in Cairo and the Steigenberger Alcazar in Sharm el-Sheikh (both in Egypt) – are set to follow this year.