Page 23 - May2021

Steigenberger Hotels & Resorts
Hamburg, Germany

cooperation with its shareholder Huazhu. As for social media, Deutsche Hospitality follows a two-way approach;
They are focusing on their economy and midscale brands such as one is the commercial aspect, while the other is the communitive part.
IntercityHotel and Zleep Hotels as they have proven to be resilient “Social media is not just about showing beautiful pictures of our hotels,
during this pandemic. However they are also looking for new it is about storytelling and appreciating our guests – and attracting
destinations for resort hotels since they believe resorts will play future guests. We invest a lot of time and creativity in these platforms,
an even more pronounced role in the future, especially once the and we have the feeling that the guests and employees value this,”
coronavirus travel restrictions are eased. Bernhardt says.
In operation for more than 90 years, Deutsche Hospitality has in Passionate hoteliers and an internationally growing company that is
that time built-up unwavering guest loyalty and Bernhardt feels this based on tradition, Deutsche Hospitality combines its roots with an
is because of the businesses long-held traditions and its established international vision of combining complex requirements with forward-
values. The guests who visit appreciate the high-quality standards, first- looking hotel concepts.
class service and the passion and warmth of the staff on-site. “We position ourselves not only as an excellent host for our guests
“In addition, our brand family offers a great variety: Steigenberger but also as an attractive employer inspiring our staff around the globe.
Hotels & Resorts stands for luxury and hospitality in perfect balance, Deutsche Hospitality’s employees are the lifeblood of this company.
MAXX is a new and charismatic concept which places the focus on We strongly believe in our employees, who are the core and soul of
the essential, a perfect conversion brand, Jaz in the City branded our company and of our success.”
hotels reflect metropolitan lifestyle and draw upon the local music and The business is currently in the process of restructuring its business
cultural scene, IntercityHotels offers upper mid-range urban hotels, all units to prepare the organisation for further growth. They are also
of which are located within easy walking distance of railway stations implementing the new commercial and digital strategy, which will
or airports and Zleep Hotels offers quality service, and Scandinavian allow them to take the next steps in building one platform for all their
design at an affordable price,” Bernhardt explains. services. Their greatest challenge is to implement this new strategy
E-commerce and social media are even more crucial to a company’s whilst facing the insecurities of the pandemic. Despite this, the business
success than ever before, as Bernhardt puts it: “Because this is where still sees the opportunities that the crisis offers them and they remain
the conversations with the customers and the guests are taking place.” optimistic about the future.
The business has just introduced a new commercial platform, which “We are trying to see the crisis as an opportunity to successfully
for the first time in the company’s history is completely guest-centric drive our expansion plans forward, as we are still at the very start of
with a multi-brand and multi-product approach. Through this platform, our transformation process that the company needs to undergo. We
e-commerce is entirely embedded in the commercial platform as one are very active, and we sense a mood of renewal despite the current
touchpoint to their customers. situation,” concludes Bernhardt.

Steigenberger Hotels & Resorts
Königswinter, Germany