Made in Germany: Deutsche Hospitality presents complete relaunch of its luxury brand Steigenberger Hotels & Resorts (FOTO)

Frankfurt am Main (ots) -

- Investments of 120 million euros
- Global brand strategy
- Global expansion by 15 percent per year

New presence of Germany's best-known hotel brand: Deutsche
Hospitality is giving its luxury brand Steigenberger Hotels & Resorts
a complete relaunch. Trend-setting in design, contemporary in
digitalization and dynamic in addressing target groups. "At
Steigenberger we can look back on a unique success story of almost
ninety years," said Thomas Willms, CEO Steigenberger Hotels AG and
Deutsche Hospitality, at the press conference on the occasion of the
ITB Berlin 2019. "Now is the time to further develop Steigenberger
Hotels & Resorts with innovation, new content and a trend-setting
design, while reloading our famous values - Passion, Perfection,
Tradition, Visionary and Caring - and making them even more popular
on an international level."

"Evolution Steigenberger" is the name of the future trend, which
comprises core elements such as welcome managers in the hotels,
pop-up museums and in-house fashion events, involving the local
culture and music scene, new logo, visual language and innovative
design as well as quite extensive renovations. In addition,
Steigenberger is opening up to strategic partners for the first time
in order to offer guests added value: for instance, the Steigenberger
Limousine Service "powered by Sixt" will also be available with a
personal chauffeur exclusively for Steigenberger guests. The
installation of coffee manufactories in the lobby, the advancement of
the famous Steigenberger breakfast and a multitude of new digital
touchpoints such as the Steigenberger tablet are the prelude to the
Evolution Steigenberger, which was developed together with the guests
and employees of Steigenberger Hotels & Resorts.

Expansion by 15 percent per year

"With the Evolution Steigenberger, we are laying the founding
stone for the further growth of the brand," says CEO Thomas Willms.
"We want to evolve with the existing hotels and this year, together
with our partners, invest over 120 million euros in the hotels in
Frankfurt, Hamburg, at Petersberg, Baden-Baden, Brussels, Vienna,
Dresden and many other cities. At the same time, we will continue to
grow internationally and will be represented at locations like
Bangkok and Sønderborg, Denmark as well as with another hotel in
Cairo." Deutsche Hospitality is aiming for an annual growth of 15
percent. Currently, more than 30 hotel openings are in preparation
until 2021, including Steigenberger Hotels & Resorts in Denmark,
India and Thailand. The strategic focus of Steigenberger Hotels &
Resorts' expansion is on the Middle East and Europe, for example in
the Mediterranean region, and on Eastern Europe.

With a global brand strategy "Made in Germany" and worldwide
growth, Deutsche Hospitality is investing millions in the makeover of
the Steigenberger Hotels & Resorts brand. This is the largest
investment in the history of the Steigenberger brand. The first hotel
with the new Look & Feel will be the Steigenberger Hotel Hamburg,
which is currently undergoing a complete renovation: a new rooftop
bar is added, and all rooms and the lobby are completely redesigned.
The next upgrades are scheduled for Vienna, Amsterdam,
Bonn-Petersberg, Brussels, Frankfurt, Dusseldorf, Kiel, Berlin,
Cologne and Dresden.

A brand-new advertising campaign with accompanying innovations
will roll out the relaunch as "Evolution Steigenberger" over the year
2019.

Current press information is available in our press portal
https://www.deutschehospitality.com/en/press-office.

Deutsche Hospitality brings together five separate hotel brands
under a single umbrella. Steigenberger Hotels & Resorts has 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. MAXX by Steigenberger is a new and charismatic concept which
places the focus on the essential in accordance with its motto
"MAXXimize your stay". Jaz in the City branded hotels reflect
metropolitan lifestyle and draw upon the local music and cultural
scene. IntercityHotel offers more 40 upper mid-range urban hotels,
all of which are located within easy walking distance of railway
stations or airports. And Zleep Hotels - a well-known and successful
hotel brand in Scandinavia which offer service and design at a great
rate for the many. The portfolio of Deutsche Hospitality currently
includes almost 150 hotels on three continents 30 of which are in the
pipeline.

Contact:
Deutsche Hospitality
Lyoner Straße 25
60528 Frankfurt am Main

Sven Hirschler
Tel: +49 69 66564-422
E-mail: sven.hirschler@deutschehospitality.com

https://www.deutschehospitality.com/en
https://www.steigenberger.com/en
https://www.maxxhotel.com/en
https://www.jaz-hotel.com/en
https://www.intercityhotel.com/en
www.zleephotels.com/en/

Original-Content von: Steigenberger Hotels & Resorts, übermittelt durch news aktuell