Germany’s Steigenberger Hotels/Deutsche Hospitality is partnering with Porsche Design Group, the lifestyle arm of the automotive operation, to establish a new hotel brand.
Steigenberger Porsche Design Hotels is expected to launch in select key international cities in the future, with the concept positioned in the Luxury Lifestyle Segment.
“Steigenberger Hotels & Resorts and Porsche Design share common values,” said Dr Jan Becker, CEO of Porsche Design Group. “We demand the highest standards of quality and exclusive design and strive for continuous development. Together we want to offer our guests a completely new hotel experience.”
Marcus Bernhardt, CEO Steigenberger Hotels said: “Our two companies unite the very best of both worlds. Porsche Design brings a unique design philosophy to the partnership. And there is scarcely any company in the hotel business other than Steigenberger which has brought so much quality, service and passion to bear over a period of more than 90 years. With these strengths we create a new and exciting product which will encourage people to rediscover the hotel sector.”
Steigenberger operates 160 hotels across three continents. In April of this year, Deutsche Hospitality repositioned its luxury hotel properties under the Steigenberger Icons branding.
Last year, Deutsche Hospitality formed a partnership with Huazhu Group. Huazhu is one of the largest hotel groups in the world, with the company’s portfolio extending to more than 7,000 hotels globally.
Becker and Bernhardt met at the Steigenberger Icon Hotel Frankfurter Hof earlier this month to sign an agreement that heralds the creation of the joint hotel brand.