Steigenberger eyes Asia for growth in luxury segment

New branding for Deutsche Hospitality's elite collection of hotels and resorts

Deutsche Hospitality is uniting its flagship hotels under a new umbrella brand.

The strategy will see the name “Steigenberger Icons” used in the future to position luxurious Steigenberger Hotels & Resorts, which are characterised by their singular quality aspirations, their location, and their particular historical background.

The first hotels to be designated as Steigenberger Icons are the Steigenberger Grandhotel & Spa Petersberg, the Steigenberger Frankfurter Hof, the Steigenberger Parkhotel Düsseldorf, the Steigenberger Grandhotel Belvédère Davos, the Steigenberger Wiltcher’s in Brussels and the Steigenberger Grandhotel Handelshof Leipzig.

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Steigenberger Wiltcher's, Steinberger Hotels & Resorts

The introduction of Steigenberger Icons will enable Deutsche Hospitality to establish new benchmarks in the high-end hotel sector.

The Steigenberger Icons brand will also allow Deutsche Hospitality to pursue growth in Asia, together with its shareholder Huazhu. Huazhu is planning to use Steigenberger Icons as a strategic vehicle to move into the luxury hotel segment within the Asian market.

Spiridon Sarantopoulos will be in overall charge of the group’s new Luxury Segment, of which the Steigenberger Icons brand forms a part. He will take on the newly created position of Vice President Luxury Hotels at Deutsche Hospitality whilst continuing to be responsible for the Steigenberger Frankfurter Hof in his capacity as General Manager. His function as Vice President Luxury Hotels means that the General Managers of the Steigenberger Icons will all report to him. In turn, Spiridon Sarantopoulos will report directly to Marcus Bernhardt.

Steigenberger Grandhotel & Spa Petersberg

“Spiridon Sarantopoulos and Steigenberger Icons will embody the expertise Deutsche Hospitality is able to deliver in the luxury sector as he goes on to expand the brand further,” CEO Marcus Bernhardt said.

“Mr Sarantopoulos is able to look back on many years of executive experience in the high-end hotel business. His role as General Manager of two of the new Steigenberger Icons also means that he is already completely familiar with the brand and the Luxury Segment.”

Deutsche Hospitality brings together five separate hotel brands under a single umbrella. Steigenberger Hotels & Resorts has 60 hotels housed in historic traditional buildings and lively city residences and also offers health and beauty oases set at the very heart of nature. MAXX by Steigenberger is a new and charismatic concept which places the focus on the essential in accordance with its motto “MAXXimize your stay”. Jaz in the City branded hotels reflect metropolitan lifestyle and draw upon the local music and cultural scene. IntercityHotel offers more than 40 upper mid-range urban hotels, all of which are located within easy walking distance of railway stations or airports. Zleep Hotels – a well-known brand in Scandinavia – provide service and design at affordable prices. The Deutsche Hospitality portfolio currently comprises more than 160 hotels on three continents, including 40 which are in the pipeline.

Lead image: Steigenberger Frankfurter Hof (All images supplied)

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