As of 4 October 2016 the Steigenberger Hotel Group’sÊnameÊis Deutsche Hospitality. The company with long-standing tradition is strengtheningÊits international expansion with the new umbrella brand, according to a press release issued by the hotel group.
Steigenberger Hotels AG is a traditional company set for international growth. The companyÊintends to tap into new markets. To do this, it is changing its brand architecture andÊconsolidating its three hotel brands into one umbrella brand: Deutsche Hospitality.
“These two words combine our GermanÊroots and our international vision. The new umbrella brand is a vital lever that will unleashÊdynamism, help us to expand internationally, and drive innovation,” saysÊPuneet Chhatwal, CEO of Steigenberger Hotels AG.
Deutsche Hospitality unites three hotel brands under one name: Steigenberger Hotels andÊResorts represent luxury and ultimate hospitality; Jaz in the City, with its pioneeringÊconcept, is young, urban, and close to the pulsating life of the city; and IntercityHotels are atÊthe heart of the most beautiful cities in Germany with the best connections to importantÊtransport hubs. This makes Deutsche Hospitality a strong umbrella brand which can beÊhome to additional hotel brands in the future. The international sound of its name lays theÊperfect foundations for expanding into new locations. Text to be continued under video clip.
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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 byÊattributes such as passion, perfection, caring, tradition, and vision. Deutsche HospitalityÊpositions itself as an excellent host and an attractive employer that wows its staff across theÊglobe.
A total of 116 hotels in twelve countries and on three continents are part of the DeutscheÊHospitality umbrella brand. 20 of these hotels are under construction or in the planningÊstage.
Steigenberger Hotels and Resorts’ portfolio comprises 56 fascinating locations around theÊworld. The brand represents luxury and ultimate hospitality. From historic buildings with a long-standing tradition to lively city residences right through to spa oases with amazingÊnatural surroundings Ð there is an extensive range of hotels with distinctive SteigenbergerÊflair. The Steigenberger Hotel Kln in Cologne and the Steigenberger Airport Hotel IstanbulÊ(Turkey) are the latest hotels to have opened. Two hotels outside of Europe Ð theÊSteigenberger El Tahrir in Cairo and the Steigenberger Alcazar in Sharm el-Sheikh (both inÊEgypt) Ð are set to follow this year.
The first Jaz in the City hotel opened at the end of 2015 in Amsterdam and offers its guestsÊlifestyle at its best. The exciting new concept has a young and urban vibe, and the hotel isÊclose to the pulsating life of the city. The brand combines design, music, and indulgence forÊa thrilling experience. Spontaneous music performances in the lobby turn the hotel into aÊstage and make the guests’ stay an event in itself. And Jaz in the City has even more toÊoffer: A cool and modern room design, perfect service, and the latest trends from the localÊfood and drinks scene. Guests will also be greeted with the latest technology: they canÊcheck in and out and open the room doors with a smartphone app. The second Jaz hotelÊwill open in Stuttgart in spring 2017.
The 39 IntercityHotels are situated at the heart of the most beautiful cities in Germany andÊother international destinations. The modern city hotels provide superior midrange comfortÊand are all just a few minutes’ walk from central transport hubs such as train stations orÊairports. As an extra special treat, hotel guests can use local public transport for free withÊthe FreeCityTicket, offering them all-round mobility. In July 2016, the first IntercityHotelÊoutside of Europe opened in Salalah in Oman. New hotels in Qingdao (China), Brunswick,Êand Duisburg (both in Germany) are set to open in the coming months.
The changes will only affect the external appearance of the hotel group. All of itsÊcompanies, such as Steigenberger Hotels AG, IntercityHotel GmbH, and Jaz Hotel GmbH,Êwill keep their registered names and the shareholder structure will not change.
Photograph:ÊPuneet Chhatwal, CEO of the former Steigenberger Hotels AG, now Deutsche Hospitality. Photograph from the Steigenberger Hotel Group/Deutsche Hospitality.
