Looking to expand into new markets, Frankfurt-based Steigenberger Hotels AG is changing its brand architecture and consolidating its three hotel brands into one umbrella brand: Deutsche Hospitality.
“These two words combine our German roots and our international vision," Puneet Chhatwal, CEO of Steigenberger Hotels AG, said in a statement. "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 hospitality; Jaz in the City is young and urban; and IntercityHotels are located in German cities with top connections to important transport hubs. This makes Deutsche Hospitality a strong umbrella brand that can expand to additional hotel brands in the future.
A total of 116 hotels in 12 countries and on three continents are part of the Deutsche Hospitality umbrella brand. Twenty of these hotels are under construction or in the planning stage.
Steigenberger Hotels and Resorts’ portfolio comprises 56 locations around the world. 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.
The first Jaz in the City hotel opened at the end of 2015 in Amsterdam. The second Jaz hotel will open in Stuttgart in spring 2017.
The 39 IntercityHotels are located in urban hubs. In July 2016, the first IntercityHotel outside of Europe opened in Salalah in Oman. New hotels in Qingdao (China), Brunswick, and 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 its companies, such as Steigenberger Hotels AG, IntercityHotel GmbH, and Jaz Hotel GmbH, will keep their registered names and the shareholder structure will not change