Expansion on the horizon for Deutsche Hospitality

Deutsche Hospitality

On a mission to boost its portfolio from 150 to 250 properties by the year 2024, Germany’s Deutsche Hospitality has new exciting properties in the pipeline that are scheduled to launch in the UAE, Oman and Saudi Arabia, as well as Europe.

Deutsche Hospitality currently has two Steigenberger and five IntercityHotel hotels operating in the Middle East.

The Group will be introducing a new brand to the region, with Dubai’s first Jaz in the City hotel opening in Deira in 2022. Jaz in the City Dubai will house 253 guest rooms, as well as a variety of F&B options, meeting rooms and a dedicated wellbeing area.

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Deutsche Hospitality has also announced a complete relaunch of its luxury brand, Steigenberger Hotels & Resorts. The ‘Evolution Steigenberger’ project is the largest investment in the history of the Steigenberger brand. It comprises core elements, such as ‘welcome managers’ in the hotels, pop-up museums and in-house fashion events, involving local cultures and music scenes, a new logo, visual language and an innovative design, as well as extensive renovations.

CEO, Steigenberger Hotels and Deutsche Hospitality, Thomas Willms declared: “At Steigenberger we can look back on a unique success story of almost 90 years. Now is the time to further develop Steigenberger Hotels & Resorts with innovation, new content and a trend-setting design, while reloading our famous values – Passion, Perfection, Tradition, Visionary and Caring – and increasing popularity on an international level.”

Willms added: “With the Evolution Steigenberger, we are laying the founding stone for 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 a number of hotels in European cities. At the same time, we will continue to grow internationally and focus key efforts on the Middle East region.”

Deutsche Hospitality’s global portfolio consists of 150 properties across its brands: Steigenberger Hotels & Resorts, MAXX by Steigenberger, Jaz in the City, IntercityHotel and Zleep Hotels.