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Steigenberger Hotels Becomes Deutsche Hospitality

The hotel group now operates three brands, Steigenberger, InterCity and Jaz in the City, but others are to come. The operator wanted to change its umbrella brand to confirm its international ambition and to benefit from its values linked to its German roots. We will now call it Deutsche Hospitality.

The new brand organization has proceeded to a breach with the brand eponymous, Steigenberger, to step into a new dimension focusing on  international growth. The former name of the group, in addition to being hard to pronounce, hid the diversity of the new portfolio, especially with the arrival of Jaz in the City.

Puneet Chhatwal, CEO of Steigenberger Hotels AG, said: “These two words combine our German roots and our international vision. The new umbrella brand is a vital lever that will unleash dynamism, help us to expand internationally, and drive innovation.”

For the group’s CEO, the German reference is important for what it represents in terms of shared values at an international level: "Passion, Perfection, Tradition, Vision, Attention: Passion is our vocation as hoteliers, because we are, and we remain, hoteliers in spite of everything; Perfection is the care we give to details, especially regarding the upscale brand Steigenberger, but also in all the service chains; Tradition, it is our heritage of 86 years of experience since the opening of our first hotel; Vision, it is the constant pursuit of innovation, which was expressed with the creation of Jaz in the City, a new brand, and others which should follow to stay in line with the market’s evolution and expectations; and attention is respect for clients, an important value for German companies, it is thanks to this ambition that Lufthansa is recognized as one of the most appreciated airline companies, for its concern for passengers’ comfort."

With the addition of Hospitality, the group reaffirms both its presence on the hospitality sector with an international scope, which should contribute to opening it up to new markets. Puneet Chhatwal doesn’t hide his ambitions in Asia, which is sensitive to the reputation of Central Europe, Germany, Austria and Switzerland when it comes to hospitality. Currently, 116 hotels -56 Steigenberger, 39 InterCity and 1 Jaz in the City in Amsterdam- in 12 countries operate under the new brand. About 20 projects are under development, including one Jaz in Stuttgart expected for spring 2017, several InterCity in China and Germany, after an opening in Oman.  

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