OTS - Deutsche Hospitality expands its brand portfolio: MAXX by Steigenberger launches
2018. March 06. 12:15
Frankfurt am Main, 6 March, 2018 (APA/OTS) - Deutsche Hospitality
is presenting a new hotel brand. MAXX by Steigenberger will be
joining Steigenberger Hotels and Resorts, Jaz in the City and
IntercityHotel in its portfolio in future. The group launched its
new Deutsche Hospitality umbrella brand just under 18 months ago
with the intention of instigating further hotel brands. This latest
addition represents a robust continuation of the course of growth
the company has embarked upon and targets a part of the market that
was previously vacant.
MAXX by Steigenberger will occupy the upscale segment and thus
fill an existing space between the brands Steigenberger Hotels and
Resorts (luxury and upper upscale), IntercityHotel (upper
mid-scale) and Jaz in the City (lifestyle). Deutsche Hospitality's
CEO Thomas Willms explained that the group was taking this step in
order to make better use of the available opportunities and to
accelerate growth. "Up until now, we have been operating with three
strong hotel brands. Their positioning has, however, imposed highly
restrictive requirements regarding the respective destinations,
locations and properties. For this reason, we have regularly had to
reject projects that were not a good fit for this portfolio. MAXX
by Steigenberger possesses more flexible hardware standards and
this provides us with the leeway we need to pursue qualitative and
quantitative growth".
The name affix "by Steigenberger" spells out the quality
commitment which Deutsche Hospitality associates with the new
brand. Clear stipulations aligned with the standards of
Steigenberger Hotels and Resorts are in place for aspects such as
service, staff and F&B. At the same time, however, the brand is
able to embrace different destinations, locations and room sizes
and the architecture of individual hotels. "The respective hotels
are permitted to have their own character," continued Mr. Willms.
"The important thing is for each property to be coherent in itself.
This gives owners and franchise partners the chance to achieve
affiliation with Deutsche Hospitality via a modest rebranding
investment, thus allowing them to benefit from our established
sales channels and know-how."
The brand launch of MAXX by Steigenberger is in line with the
group's strategy of striving for expansion both within its German
language domestic base and in the burgeoning international growth
markets. The new brand will act as a crucial lever for the
generation of even more dynamism in this process. Specific
negotiations for the first MAXX by Steigenberger hotels are already
underway, and initial locations are expected to be announced
shortly.
You can find the brand video here:
http://www.deutschehospitality-presentations.com/brandvideos/maxx_video_b2b.html
Current press information is available in our press portal.
https://www.deutschehospitality.com/en/press-office
MAXX by Steigenberger is a Deutsche Hospitality brand. MAXX is
new, charismatic and places the focus on the essential. Its motto
"MAXXimize your stay" emphasises the importance of comfortable
beds, the popular Steigenberger breakfast and the MAXX Coffee
Ritual. Deutsche Hospitality operates three further brands.
Steigenberger Hotels and Resorts boasts 60 hotels housed in
historic traditional buildings and lively city residences and also
offers health and beauty oases set at the very heart of nature. Jaz
in the City has hotels in Amsterdam and Stuttgart which reflect
metropolitan lifestyle and draw upon the local music and cultural
scene. And IntercityHotel includes 40 upper modern upper mid-scale
urban hotels, all of which are located within easy walking distance
of railway stations or airports.
Picture is available at AP Images (http://www.apimages.com)
Press contact
Deutsche Hospitality
Lyoner Straße 25
60528 Frankfurt am Main
Jannah Baldus
Tel: +49 69 66564-360
Fax: +49 69 66564-424
E-mail: jannah.baldus@deutschehospitality.com
www.deutschehospitality.com
www.steigenberger.com
www.maxxhotel.com
www.intercityhotel.com
www.jaz-hotel.com
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