Made in Germany: German Hospitality presents complete Relaunch of its luxury brand Steigenberger Hotels & Resorts (PHOTO)

* Investment of 120 million euros

* Global Brand Strategy

* Global Expansion to 15 percent per year

New appearance of Germany’s best-known hotel brand in The German Hospitality missed out on their luxury brand Steigenberger Hotels & Resorts for a complete Relaunch. The way of the future in the Design, according to digitalization and the dynamic of the target group address. „At the Steigenberger we look at a unique, almost ninety years of success,“ said Thomas Willms, CEO of Steigenberger Hotels AG and German Hospitality at the press conference on the occasion of the ITB Berlin in 2019, „Now is the time, the Steigenberger Hotels & Resorts with Innovation, new content and a future-oriented Design to develop and thus our famous values -passion, excellence, Tradition, Vision, and Caring – to recharge and to make internationally known.“

„Evolution Steigenberger“ is the name of the development and includes core elements of how to own up to our Welcome Manager, at the Hotels, Pop-up museums and Fashion Events in the homes, Incorporating the local culture and music scene, a new Logo, visual language and innovative Design, as well as very extensive renovations. In addition, will open the Steigenberger for the first time, for a strategic Partner, to provide guests with an added value: it will give the Steigenberger limousine Service „powered by Sixt“ also with a personal driver exclusively for the Steigenberger guests. The Installation of tea factories in the Lobby, the further development of the famous Steigenberger Breakfast and a variety of new digital Touchpoints, such as the Steigenberger Tablet form the prelude to the Evolution of the Steigenberger. It has been developed together with the guests and employees of the Steigenberger Hotels & Resorts.

Expansion of 15 percent per year

„With the Evolution Steigenberger, we lay the Foundation for the further growth of the brand,“ says CEO Thomas Willms, „We want to develop with the existing houses and this year, together with our partners, over 120 million euros in the Hotels in Frankfurt, Hamburg, Petersberg, Baden-Baden, Brussels, Vienna, Dresden and many other cities are investing in. At the same time, we will continue to grow strongly internationally to locations such as Bangkok and Sønderborg, Denmark, as well as with another Hotel in Cairo.“

The German Hospitality is planning an annual growth of 15 percent. Currently over 30 hotel openings by 2021 in a concrete development – including Steigenberger Hotels & Resorts in Denmark, India and Thailand. The strategic priorities are the Expansion of the Steigenberger Hotels & Resorts in the Middle East and Europe, for example, in the Mediterranean and in Eastern Europe.

With a global brand strategy „Made in Germany“ and a worldwide growth in the German Hospitality in a multi-million dollar investment in the renewal of the brand Steigenberger Hotels & Resorts. This is the highest investment in the history of the Steigenberger brand. The first house in the new Look & Feel, the Steigenberger Hotel Hamburg, which is currently being completely modernized, is: There is a new Rooftop-Bar, all rooms and the Lobby will be completely redesigned. The next Upgrades will get the houses in Vienna, Amsterdam, Bonn-Petersberg, Brussels, Frankfurt, Dusseldorf, Kiel, Berlin, Cologne and Dresden. A new advertising campaign and accompanying innovations will be rolling out the Relaunch as an Evolution of Steigenberger, over the year 2019.

Current press information is available in our press portal
https://www.deutschehospitality.com/presse.

German Hospitality combines five hotel brands under one roof:
Steigenberger Hotels & Resorts with 60 historic houses, vibrant city residences, as well as the Wellness oases in the midst of nature. MAXX by Steigenberger – new, charismatic, focus on the Essentials, according to the Motto „MAXXimize your stay“. Jaz in the City hotel, the life, the feel of the city, reflect local music and culture scene. Inter city hotel with 40 modern city hotel of the upper middle class is only a few minutes walk away from train stations or airports. And Zleep Hotels -offers a well-known brand in Scandinavia, the Service and Design at affordable prices. The Portfolio of the German Hospitality 150 Hotels on three continents, including 30 Hotels in the Pipeline currently.

German Hospitality
Lyoner Straße 25
60528 Frankfurt am Main

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

www.deutschehospitality.com/
www.steigenberger.com
www.maxxhotel.com
www.jaz-hotel.com
www.intercityhotel.com
www.zleep.com/EN/is