The German hotel group wants to open 100 new hotels by 2024. This goal is in keeping with the group's strategy announced in April, after a very positive beginning of the year.
Founded in 1930 by Albert Steigenberger, Deutsche Hospitality announced, during the Global Lodging Forum, that it had experienced nine years of growth and that it was "a privilege". This favorable economic context motivated the group to invest 120 million euros in the renovation and repositioning of its Steigenberger brand. Thomas Willms, CEO Deutsche Hospitality, expressed interest in reaching 250 hotels in five years; the group currently has a portfolio of 150 properties.
Thomas Willms, confirms this interest during a visit to the renovation worksite of the Steigenberger Hotel Sanssouci Potsdam in Berlin's suburbs. This hotel will become a Maxx property next August: "There are currently 120 operating hotels and 30 under construction. We wish to grow by 100 additional hotels by 2024." The growth would be primarily driven by the brand Maxx by Steigenberger which is the group's conversion brand.
Deutsche Hospitality owns 150 hotels in 18 countries worldwide, with fiver distinct brands ranging from economy to luxury: Steigenberger Hotel and Resorts, Maxx by Steigenberger, Jaz in the city, IntercityHotel and Zleep Hotels, a brand in which it acquired 51% of the capital at the beginning of the year.
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