Page 26 - RLI February 2019

HOSPITALITY IN A NEW MALLORCA GOLF & SPA PURE LIFESTYLE
Mallorca, SPAIN
Hurghada, EGYPT

DIMENSION

An umbrella company that has created a top-class

portfolio of hotel brands, Deutsche Hospitality combines
tradition and the future in one, and dares to do something INTERCITY HOTEL PURE LIFESTYLE
Frankfurt, GERMANY Hurghada, EGYPT
new. Here, RLI sits down with company CEO Thomas
Willms to discuss the collection of brands and to find

out what the future holds.

ack in 1930, Albert Steigenberger took over the The past year has been an excellent one for the
Hotel Europäischer Hof in Baden-Baden, laying hospitality group, with its Steigenberger Hotels and
the foundation for a sensational success story Resorts and IntercityHotel brands showing strong growth,
Bwhich is still continuing today. with the latter expanding in the Middle East. In March
The portfolio of Deutsche Hospitality currently consists last year conversion brand MAXX by Steigenberger was “The attraction of a new property is determined by So what does Willms feel is the key driver behind the
of almost 150 hotels on three continents including about 30 announced and some months later the first MAXX hotel our brand standards. For Steigenberger we are looking for success that the brand has enjoyed?
hotel openings in the pipeline. The focus for the company is was launched, while two Jaz in the City hotels were opened outstanding luxury places. New IntercityHotels have to be “That is our associates and their outstanding commitment
on international locations and openings are planned, amongst in Amsterdam and Stuttgart. located close to railways stations or airports. Jaz in the City shown on a daily basis as they work to ensure the satisfaction
others in Dubai, Egypt, Oman, Thailand and Germany. In the coming months the company will open the hotels are attracted by a pulsing and exciting city. The MAXX of our guests and give them the wow factor. It is our
“On top of this, we are very proud to welcome the Steigenberger Hotel El Lessan Ras el Bar and the by Steigenberger hotels are more open-minded, here we are associates who breathe life into our corporate structure and
Scandinavian brand Zleep Hotels as a new family member of Steigenberger Resort Achti in Egypt, the IntercityHotel very flexible to investors. Finally, our new economy brand communicate it externally as brand ambassadors,” he explains.
Deutsche Hospitality,” says Thomas Willms, company CEO. “For Jaddaf Waterfront in Dubai, an IntercityHotel in Zleep focuses on people who want good design at an The biggest challenge facing Deutsche Hospitality is in the
the first time we are entering the Scandinavian market with our Hildesheim and Saarbrücken in Germany and another affordable price,” explains Willms. human resources arena and the ongoing war for the right talent
brands and expanding Zleep Hotels within Central Europe.” one in Nizwa, Oman. Deutsche Hospitality ensure their properties remain and people. The company is always thinking of new ways to go
unique and innovative by constantly looking at the market, and the extra mile when it comes to investing in the development
comprehensively analysing it to identify future potential and of its people for the coming years.
find what locations best fit the umbrella brands they operate. In addition, the increase in land and “I am proud to say that we
Willms feels that guests remain loyal to the brand because they construction costs will continue to at deutsche hospItalIty
get a consistently good product and the same service quality at make it difficult for the group to find
every location. The company invests heavily in renovations and the right property for a reasonable love our busIness and
innovations in order to stay up-to-date and to offer an overall purchase or lease price. breathe hospItalIty every day”
guest experience that meets the needs of its clients. In 2019 Steigenberger and IntercityHotel
this means significant reinvestment in some of its most iconic are two of the most known and most trusted brands in
Steigenberger Hotels as well as investing a multi-million dollar Germany. Coming from a tradition of serving its guests for
budget in Zleep Hotels to speed up its development. over eighty years the company works every day to be the
Currently the global hotel market is characterised by growth, best host and brand ambassadors to its guests and customers.
growth in new hotels, location, products and brands according “For me personally, who has been in business for over
to Willms, who says that the group need to continuously focus thirty years, I am proud to say that we at Deutsche
on the needs of the travelers and the new trends to create Hospitality love our business and breathe hospitality every
environments that fulfill the needs of its guests. day,” Wiilms concludes.

STEIGENBERGER HOTEL Bangkok, THAILAND Davos, SWITZERLAND
BELVEDERE HOTEL

22 RETAIL & LEISURE INTERNATIONAL FEBRUARY 2019 DECEMBER 2018 / JANUARY 2019 RETAIL & LEISURE INTERNATIONAL 00