Deutsche Hospitality has launched a new upscale hotel brand, MAXX by Steigenberger, which will join the company’s existing portfolio of Steigenberger Hotels and Resorts, Jaz in the City and IntercityHotel. The group launched its Deutsche Hospitality umbrella in 2016 with the intention of creating additional hotel brands. (The Frankfurt-based hotelier did not provide any specifics on locales for the new flag.)
“Up until now, we have been operating with three strong hotel brands,” says Deutsche Hospitality ceo Thomas Willms. “Their positioning has, however, imposed highly restrictive requirements regarding the respective destinations, locations and properties. For this reason, we have regularly had to reject projects that were not a good fit. MAXX by Steigenberger possesses more flexible hardware standards and this provides us with the leeway we need to pursue qualitative and quantitative growth.”
Deutsche Hospitality officials say the MAXX launch reflects the group’s strategy of expanding both within its German-language domestic base and in international markets.