Deutsche Hospitality wants to reinvent its luxury brand Steigenberger Hotels & Resorts

2 min reading time

Published on 07/03/19 - Updated on 17/03/22

CEO Thomas Willms has announced a relaunch plan called "Evolution Steigenberger" worth 120 million euros. It is intended to develop the brand's essence towards more modernity and launch an extensive renovation program at existing properties. Evolution Steigenberger is presented in the longer term as the starting point for a growth strategy for Deutsche Hospitality's hotel portfolio, particularly in the Middle East and Europe.

The German group Deutsche Hospitality, 5 brands and 102 properties worldwide, three-quarters of which are located in Germany and Denmark, have announced new ambitions by making the "Evolution Steigenberger" development plan public. As its name suggests, this plan is primarily intended to strengthen the Steigenberger luxury brand. It has a strong reputation thanks to a 90-year history. In concrete terms, CEO Thomas Willms has announced 120 million euros of investment to update Steigenberger's identity through new services that are more in line with new trends.

At the press conference in question, certain elements were unveiled, such as the use of reception attendants to meet customers (which is not unlike the latest innovations at ibis), the hosting of ephemeral exhibitions in the lobby or the organisation of cultural events and fashion shows in hotels. The service will be certified "powered by Sixt". The brand will also partner with Sixt to offer a quality limousine service. This is the first time Steigenberger has offered a permanent service in open partnership with another company. Renovation and extension work has begun or has been planned for about ten hotels. The property in Hamburg will be the first of this new Steigenberger generation. 

Through this historic investment, the third most expensive in the group's history, the hotel group intends to boost the growth of its global hotel portfolio, all brands combined, by focusing on its "Made in Germany" identity. An annual rate of 15% is expected in the coming years with a pipeline of 30 openings by 2021. European and Middle East destinations will be the main targets for new openings.

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