This week, Deutsche Hospitality’s Director of Corporate Communications, Christopher Holschier, chats to Travel Daily about his company’s expansion plans in Asia…
Q) Deutsche Hospitality recently unveiled plans for its first hotel in Southeast Asia, located in Bangkok. Is this the start of a strategic regional expansion in Southeast Asia?
Definitely. It represented our gateway to the market in Thailand which will ultimately enable us to establish brand presence in the market – a strategic step in line with our expansion strategy. Our strategy includes the main international hot spots in Asia, including key city and resort destinations, and will cover all three of our brands: Steigenberger, IntercityHotel and Jaz in the City.
Q) Will Deutsche Hospitality’s new Asian hotels mainly reflect the company’s European heritage, or will you provide facilities and services tailored to the local market?
We stand for “exporting German hospitality” so yes it will reflect European heritage and German hospitality. However, tailor-made facilities and services will be also in line with the local markets.
Q) Deutsche Hospitality also recently formed a partnership in India, with a view to expanding in this market. Which Indian destinations are you considering, and which brands do you think will fit into this market?
We are focused on the country’s most important cities such as Delhi, Mumbai, Chennai, Hyderabad, Goa, Kolkata, Pune and Indore under our core brand, Steigenberger Hotels & Resorts. Potentially as well IntercityHotel and Jaz in the City after detailed assessment.
Q) Do you expect to launch more regional offices in East Asia and/or India to support these developments, and are you currently recruiting local staff in these areas?
We currently have regional offices in Beijing and in Dubai. These two offices will mainly support the development in these areas and yes, local staff is being reviewed.
Q) Looking forward 10 years, how many hotels do you have operating in Asia?
We believe that 30 hotels in operation in Asia is a realistic target.