Deutsche Hospitality expands its brand portfolio: MAXX by Steigenberger launches (FOTO)

Frankfurt am Main (ots) -

Deutsche Hospitality is presenting a new hotel brand. MAXX by
Steigenberger will be joining Steigenberger Hotels and Resorts, Jaz
in the City and IntercityHotel in its portfolio in future. The group
launched its new Deutsche Hospitality umbrella brand just under 18
months ago with the intention of instigating further hotel brands.
This latest addition represents a robust continuation of the course
of growth the company has embarked upon and targets a part of the
market that was previously vacant.

MAXX by Steigenberger will occupy the upscale segment and thus
fill an existing space between the brands Steigenberger Hotels and
Resorts (luxury and upper upscale), IntercityHotel (upper mid-scale)
and Jaz in the City (lifestyle). Deutsche Hospitality's CEO Thomas
Willms explained that the group was taking this step in order to make
better use of the available opportunities and to accelerate growth.
"Up until now, we have been operating with three strong hotel brands.
Their positioning has, however, imposed highly restrictive
requirements regarding the respective destinations, locations and
properties. For this reason, we have regularly had to reject projects
that were not a good fit for this portfolio. MAXX by Steigenberger
possesses more flexible hardware standards and this provides us with
the leeway we need to pursue qualitative and quantitative growth".

The name affix "by Steigenberger" spells out the quality
commitment which Deutsche Hospitality associates with the new brand.
Clear stipulations aligned with the standards of Steigenberger Hotels
and Resorts are in place for aspects such as service, staff and F&B.
At the same time, however, the brand is able to embrace different
destinations, locations and room sizes and the architecture of
individual hotels. "The respective hotels are permitted to have their
own character," continued Mr. Willms. "The important thing is for
each property to be coherent in itself. This gives owners and
franchise partners the chance to achieve affiliation with Deutsche
Hospitality via a modest rebranding investment, thus allowing them to
benefit from our established sales channels and know-how."

The brand launch of MAXX by Steigenberger is in line with the
group's strategy of striving for expansion both within its German
language domestic base and in the burgeoning international growth
markets. The new brand will act as a crucial lever for the generation
of even more dynamism in this process. Specific negotiations for the
first MAXX by Steigenberger hotels are already underway, and initial
locations are expected to be announced shortly.

You can find the brand video here: http://ots.de/oPmRJ2

Current press information is available in our press portal
http://ots.de/M1DeZD.

MAXX by Steigenberger is a Deutsche Hospitality brand. MAXX is
new, charismatic and places the focus on the essential. Its motto
"MAXXimize your stay" emphasises the importance of comfortable beds,
the popular Steigenberger breakfast and the MAXX Coffee Ritual.
Deutsche Hospitality operates three further brands. Steigenberger
Hotels and Resorts boasts 60 hotels housed in historic traditional
buildings and lively city residences and also offers health and
beauty oases set at the very heart of nature. Jaz in the City has
hotels in Amsterdam and Stuttgart which reflect metropolitan
lifestyle and draw upon the local music and cultural scene. And
IntercityHotel includes 40 upper modern upper mid-scale urban hotels,
all of which are located within easy walking distance of railway
stations or airports.

Press Contact:
Deutsche Hospitality ? Lyoner Straße 25 ? 60528 Frankfurt am Main
Jannah Baldus ? Tel: +49 69 66564-360 ? Fax: +49 69 66564-424
E-mail: jannah.baldus@deutschehospitality.com

www.deutschehospitality.com
www.steigenberger.com
www.maxxhotel.com
www.intercityhotel.com
www.jaz-hotel.com

Original-Content von: Deutsche Hospitality, übermittelt durch news aktuell