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MAXX by Steigenberger: a new hotel brand of Deutsche Hospitality

Negotiations for the first MAXX by Steigenberger hotels are already underway. Initial locations are expected to be announced shortly.

Its motto “MAXXimize your stay” emphasises the importance of comfortable beds, the Steigenberger breakfast and the MAXX Coffee Ritual. The new mark will occupy the upscale segment and thus fill an existing space between the brands Steigenberger Hotels and Resorts (luxury and upper upscale), IntercityHotel (upper mid-scale) and Jaz in the City (lifestyle).

Deutsche Hospitality’s CEO Thomas Willms explained, the positioning of the three existing brands imposed highly restrictive requirements regarding the respective destinations, locations and properties. “For this reason, we have regularly had to reject projects that were not a good fit for this portfolio. MAXX by Steigenberger possesses more flexible hardware standards and this provides us with the leeway we need to pursue qualitative and quantitative growth.”

According to data published by Hospitality ON as of January 1, 2017, Steigenberger Hotels had 59 properties in its portfolio, representing a capacity of more than 12,600 rooms.

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