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Deutsche Hospitality launches its new brand House of Beats

House of Beats represents an expansion of Deutsche Hospitality's upscale portfolio. The first House of Beats hotels are being established in Hamburg and Milan, with additional locations in other global metropolises also in the planning stages.

House of Beats is part of the group's upscale segment, alongside its sister brand Jaz in the City, which aims to inspire music lovers. Steigenberger Hotels & Resorts also occupy the same category. Steigenberger Icons are positioned in the luxury segment. In July of this year, Deutsche Hospitality partnered with Porsche Design to launch the Steigenberger Porsche Design Hotels, with the goal of establishing itself in the luxury lifestyle segment. The company's brand portfolio also includes the mid-market brands MAXX by Deutsche Hospitality and IntercityHotel. Zleep Hotels operates in the economy segment.

Fashion, music and art are the elements that combine to form House of Beats. These ingredients merge with our passion as hoteliers to be the best hosts and generate a truly unique hotel experience. House of Beats fills a void in the market. It appeals to lifestyle-oriented individuals who expect more from a hotel brand than what the market typically offers and provides a home for cosmopolitan travelers who are interested in arts and culture and fascinated by fashion. House of Beats turns the hotel into a catwalk.

Marcus Bernhardt, CEO of Deutsche Hospitality

House of Beats also includes a gastronomic concept called "The Beast", which caters to both vegetarians and meat lovers. The focus, however, is on the digital guest journey, which merges the physical and digital experience. "The Beast" is entirely focused on freshness and sustainability. No preservatives or colors are used, and certain key products like honey are used as a base for all dishes.  Everything is digital except the food. That goes for menus, music, room keys and the library. Guests are networked at all times - before, during and after their arrival.

Our goal is to grow into one of the leading hotel brands in Europe by 2026. House of Beats is an important strategic move that will attract a new target group in the long term. It also takes full account of the increased customer demands for locality, individuality and hotel stays with a distinctive experience.

Marcus Bernhardt, CEO of Deutsche Hospitality

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