Deutsche Hospitality is expanding its brand portfolio with Maxx by Steigenberger. The new brand of hotels will be joining Steigenberger Hotels and Resorts, Jaz in the City and IntercityHotels.
Maxx by Steigenberger will consist hotels in the upscale segment filling an existing space between Steigenberger Hotels and Resorts which is luxury and upper upscale and upper mid-scale brand IntercityHotels and lifestyle brand Jaz in the City.
Deutsche Hospitality CEO Thomas Willms believes the expansion will make better use of the available opportunities and to accelerate growth of the company. “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,” Willms commented.
The brand launch of Maxx by Steigenberger is in line with the group’s strategy for expansion both within its German language domestic base and in the growing international markets, a statement said.
Currently the Deutsche Hospitality portfolio comprises 130 hotels in 18 countries on three continents.