Steigenberger Hotels AG has changed its brand architecture and is consolidating its three hotel brands into one umbrella brand: Deutsche Hospitality. Puneet Chhatwal, CEO of Steigenberger Hotels AG, says: 'These two words combine our German roots and our international vision. 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 and ultimate hospitality; Jaz in the City, with its pioneering concept, is young, urban, and close to the pulsating life of the city; and IntercityHotels are at the heart of the most beautiful cities in Germany with the best connections to important transport hubs.
This makes Deutsche Hospitality a strong umbrella brand which can be home to additional hotel brands in the future. The international sound of its name lays the perfect foundations for expanding into new locations.
The Steigenberger El Tahrir in Cairo and the Steigenberger Alcazar in Sharm el-Sheikh (both in Egypt) are set to follow this year. In July 2016, the first IntercityHotel outside of Europe opened in Salalah in Oman. Late last year, Steigenberger opened its first property in the Middle East with a five-star, waterfront hotel in Business Bay, Dubai. The region’s flagship Steigenberger features 367 rooms, including 28 suites.
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