Germany’s Steigenberger Hotel Group has rebranded as Deutsche Hospitality, as it embarks on an international expansion strategy.
The company said that it intends to tap into new markets, and to achieve this it is consolidating its three hotel brands into one umbrella brand: Deutsche Hospitality.
The high-end Steigenberger Hotels & Resorts, contemporary Jaz in the City and urban IntercityHotels brands will all now be covered by the umbrella name, and the company said that it could add more hotel brands in the future.
Puneet Chhatwal, CEO of Deutsche Hospitality commented; “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.”
Deutsche Hospitality will initially feature a total of 116 hotels in 12 countries on three continents. Twenty of these hotels are yet-to-open. The majority of these properties are in Europe, but the company also operates hotels in China, the Middle East and Egypt.
Steigenberger also recently formed a joint venture with MBD Group that will lead to the launch of the company’s first hotels in India.