Deutsche Hospitality to relaunch Steigenberger brand

Deutsche Hospitality to relaunch Steigenberger brand
Published: 8 March 2019 - 3:30 a.m.
By: Hotelier Middle East Staff

Deutsche Hospitality is set to give its luxury brand Steigenberger Hotels & Resorts a complete relaunch, with investments of €120m (US$135.67m) and plans for global expansion by 15% per year.

This is the largest investment in the history of the Steigenberger brand. The first hotel with the new look & feel will be the Steigenberger Hotel Hamburg, which is currently undergoing a complete renovation: a new rooftop bar is added, and all rooms and the lobby are completely redesigned. The next upgrades are scheduled for Vienna, Amsterdam, Bonn-Petersberg, Brussels, Frankfurt, Dusseldorf, Kiel, Berlin, Cologne and Dresden.

Deutsche Hospitality is aiming for an 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 focus of Steigenberger Hotels & Resorts’ expansion is on the Middle East and Europe, for example in the Mediterranean region, and on Eastern Europe.A brand-new advertising campaign with accompanying innovations will roll out the relaunch as 'Evolution Steigenberger' over the year 2019.

'Evolution Steigenberger' will comprise core elements such as welcome managers in the hotels, pop-up museums and in-house fashion events, involving the local culture and music scene, new logo, visual language and innovative design as well as quite extensive renovations.

Steigenberger Hotels AG and Deutsche Hospitality CEO Thomas Willms said at a press conference at ITB Berlin 2019: "With the Evolution Steigenberger, we are laying the founding stone for the further growth of the brand. We want to evolve with the existing hotels and this year, together with our partners, invest over 120 million euros in the hotels in Frankfurt, Hamburg, at Petersberg, Baden-Baden, Brussels, Vienna, Dresden and many other cities. At the same time, we will continue to grow internationally and will be represented at locations like Bangkok and Sønderborg, Denmark as well as with another hotel in Cairo."

In addition, Steigenberger is opening up to strategic partners for the first time to offer guests added value: for instance, the Steigenberger Limousine Service 'powered by Sixt' will also be available with a personal chauffeur exclusively for Steigenberger guests. The installation of coffee manufactories in the lobby, the advancement of the Steigenberger breakfast and a multitude of new digital touchpoints such as the Steigenberger tablet are the prelude to the Evolution Steigenberger, which was developed together with the guests and employees of Steigenberger Hotels & Resorts.

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