Deutsche to Relaunch Steigenberger
Hotelier to invest over $100 million in existing hotels
Luxury brand Steigenberger Hotels & Resorts from Germany-based Deutsche Hospitality will join the hotel industry under the "Evolution Steigenberger" platform, with elements such as welcome managers in properties, pop-up museums and in-house fashion events that involve the local culture and music scene, a new logo, new design and extensive renovations at hotels.
Additionally, Steigenberger is opening up to strategic partners. For instance, the Steigenberger Limousine Service powered by Sixt will be available with a personal chauffeur exclusively for guests. The installation of coffee manufactories in the lobby, the advancement of the Steigenberger breakfast and new digital touchpoints, such as the Steigenberger tablet, are part of the relaunch.
The plan is to evolve existing hotels with an investment of over $134.8 million for properties in Frankfurt, Hamburg, Petersberg, Baden-Baden, Brussels, Vienna, Dresden and other cities. The brand will also continue to grow globally and will be represented at locations such as Bangkok and Sønderborg, Denmark as well as another hotel in Cairo.
Deutsche Hospitality is aiming for annual growth of 15%. 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.
Photo: Steigenberger Frankfurter Hof