Deutsche Hospitality: Steigenberger Hotel Group reveals new identity


The renowned German hospitality company, Steigenberger Hotel Group, recently shed light on its new name, logo and brand strategy at Expo Real in Munich.

Deutsche Hospitality – to be the new name of the company – is positioned to be the benchmark of German hospitality and industry innovation as the company expands on a global scale.

The new name aims to make the company more accessible in foreign-language markets while retaining its heritage. By separating the name of the management company from its hotel brand – Steigenberger Hotels and Resorts – Deutsche Hospitality now has the flexibility to rapidly broaden its portfolio of brands, services and properties.

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Deutsche Hospitality’s hotel brands comprise the efficient IntercityHotel, which boasts properties in prime transportation hubs, and the experience-led Jaz in the City, which will soon inaugurate its newest property in Stuttgart.

Following in-depth analysis of key assets, market trends and long-term business objectives, QUO, the hospitality branding specialist who developed Jaz in the City and refreshed IntercityHotel, formed Deutsche Hospitality’s new brand architecture. The bold name and contemporary visual identity were inspired by a dynamic new brand culture, which hones in on innovation and a cosmopolitan approach to German hospitality. This renewed identity also lays down the foundations for Deutsche Hospitality’s range of inventive and engaging hospitality concepts that are anticipated.

CEO, QUO, David Keen explained: “Deutsche Hospitality’s new brand architecture gives them a strong base from which they can pursue future growth, and the new name positions them as the country’s preeminent provider of hospitality excellence.”

CEO, Steigenberger Hotels, Puneet Chhatwal added: “Deutsche Hospitality embodies a culmination of German precision and global vision. To give up the name that a company has carried for over 85 years and transition into something different is a very big change. But change is the only constant, and I’m very proud to be a part of this journey, because I believe that the new name is far more powerful, far more global and far more attractive to investors, owners, stakeholders, shareholders, employees and everybody else in the company. The new brand is a vital lever that will unleash dynamism, help us to expand internationally and drive innovation.”