Page 22 - May2021

Steigenberger Hotels & Resorts
Frankfurt, Germany

A New Dimension

Of Hospitality

Combining their German roots with an international vision,
Deutsche Hospitality is a forward-looking company that inspires its

associates around the globe. In this interview RLI speaks with CEO Marcus Bernhardt to
discuss how the brand is moving forward with its expansion and what the future holds.

he umbrella brand Deutsche Hospitality combines five “In addition to this strategic partnership, Deutsche Hospitality
unique hotel brands, Steigenberger Hotels & Resorts, has also acquired a majority stake in the hotel group Zleep Hotels,
MAXX, Jaz in the City, IntercityHotel and Zleep Hotels thus gaining entry to the Scandinavian market,” explains Bernhardt.
Tand is distinguished by its passion, tradition and vision. “Zleep Hotels will be our economy brand in Europe and we have
Today, the company portfolio encompasses more than 160 already signed Zleep Hotels in the Czech Republic, Germany, Spain
hotels across three continents, of which over a quarter are in and Switzerland.”
active development. Deutsche Hospitality operates in such markets Now with five brands under its umbrella, the future opening pipeline
as Austria, Belgium, China, Denmark, Dubai, Egypt, Germany, the for the company looks solid as plans are in place to grow organically
Netherlands, Oman, Saudi Arabia, Spain, Sweden, Switzerland by 25 hotels per year until 2025. Beneath this organic growth,
and Tunisia. additional expansion will be achieved from mergers and acquisitions
Current CEO Marcus Bernhardt began his role back in November as the company edges closer to its goal of being one of the top three
and quickly surmised that the takeover of the company by Huazhu European hotel companies.
in 2019 has marked a strategic milestone in the company’s history The future focus for Deutsche Hospitality is to continue growing
and has immediately helped them to improve their digital and in Europe and the Middle East whilst also expanding to Asia with
commercial skills. its Steigenberger Hotels & Resorts and IntercityHotel brands in

Steigenberger Hotels & Resorts
Davos, Switzerland