As of 4 October 2016 the Steigenberger Hotel Group’sænameæis Deutsche Hospitality. The company with long-standing tradition is strengtheningæits 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 companyæintends to tap into new markets. To do this it is changing its brand architecture andæconsolidating its three hotel brands into one umbrella brand: Deutsche Hospitality.
“These two words combine our Germanæroots and our international vision. The new umbrella brand is a vital lever that will unleashædynamism help us to expand internationally and drive innovation” saysæPuneet Chhatwal CEO of Steigenberger Hotels AG.
Deutsche Hospitality unites three hotel brands under one name: Steigenberger Hotels andæResorts represent luxury and ultimate hospitality; Jaz in the City with its pioneeringæconcept is young urban and close to the pulsating life of the city; and IntercityHotels are atæthe heart of the most beautiful cities in Germany with the best connections to importantætransport hubs. This makes Deutsche Hospitality a strong umbrella brand which can beæhome to additional hotel brands in the future. The international sound of its name lays theæperfect foundations for expanding into new locations. Text to be continued under video clip.
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 byæattributes such as passion perfection caring tradition and vision. Deutsche Hospitalityæpositions itself as an excellent host and an attractive employer that wows its staff across theæglobe.
A total of 116 hotels in twelve countries and on three continents are part of the DeutscheæHospitality umbrella brand. 20 of these hotels are under construction or in the planningæstage.
Steigenberger Hotels and Resorts’ portfolio comprises 56 fascinating locations around theæworld. 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 amazingænatural surroundings – there is an extensive range of hotels with distinctive Steigenbergeræflair. The Steigenberger Hotel Kí_ln in Cologne and the Steigenberger Airport Hotel Istanbulæ(Turkey) are the latest hotels to have opened. Two hotels outside of Europe – theæSteigenberger El Tahrir in Cairo and the Steigenberger Alcazar in Sharm el-Sheikh (both inæEgypt) – are set to follow this year.
The first Jaz in the City hotel opened at the end of 2015 in Amsterdam and offers its guestsælifestyle at its best. The exciting new concept has a young and urban vibe and the hotel isæclose to the pulsating life of the city. The brand combines design music and indulgence foræa thrilling experience. Spontaneous music performances in the lobby turn the hotel into aæstage and make the guests’ stay an event in itself. And Jaz in the City has even more toæoffer: A cool and modern room design perfect service and the latest trends from the localæfood and drinks scene. Guests will also be greeted with the latest technology: they canæcheck in and out and open the room doors with a smartphone app. The second Jaz hotelæwill open in Stuttgart in spring 2017.
The 39 IntercityHotels are situated at the heart of the most beautiful cities in Germany andæother international destinations. The modern city hotels provide superior midrange comfortæand are all just a few minutes’ walk from central transport hubs such as train stations oræairports. As an extra special treat hotel guests can use local public transport for free withæthe FreeCityTicket offering them all-round mobility. In July 2016 the first IntercityHotelæoutside of Europe opened in Salalah in Oman. New hotels in Qingdao (China) Brunswickæand 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 itsæcompanies such as Steigenberger Hotels AG IntercityHotel GmbH and Jaz Hotel GmbHæwill keep their registered names and the shareholder structure will not change.
Photograph:æPuneet Chhatwal CEO of the former Steigenberger Hotels AG now Deutsche Hospitality. Photograph from the Steigenberger Hotel Group/Deutsche Hospitality.