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Steigenberger Rebrands to Deutsche Hospitality
Famous German hotel brand, Steigenberger Hotels AG, has recently changed its name to Deutsche Hotels. According to the hotelier, this will help the brand emphasize its German roots and attract more visitors with the “made in Germany” image. Currently, the hotelier operates 116 hotels in 12 countries across three continents. This way, Deutsche Hospitality plans to build strong foundation for the three brands that it owns. The new name, according to the hotelier, is perfect for building more hotel brands on its basis. Before, there was confusion between the name of the hotelier (Steigenberger Hotel Group) and the name of one of its brands (Steigenberger Hotels and Resorts).
According to Deutsche Hospitality, “made in Germany” stands for excellent quality, and that is what they aim for in their work. It took around one year to prepare introduction of a new rebranded company. The hotelier has ambitious plans regarding its development and wants to have 150 hotels operating or in pipeline by 2020. The majority of hotels (75) will operate under the Steigenberger Hotels and Resorts brand, 65 hotels will work under the IntercityHotels brand, and 10 more properties will operate as Jaz in the City hotels. The core market remains the same – Germany and Central Europe, though Deutsche Hospitality is interested in Asia and the Middle East. The hotelier is ready to export its IntercityHotel brand outside Europe. First hotels will open in Dubai, Qingdao (China), and Salalah (Oman). New Steigenberger branded hotels will appear in Istanbul, Munich and Baden-Baden.
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