Deutsche Hospitality Unveils New Upscale Brand

FRANKFURT, GERMANY—Deutsche Hospitality has launched a new hotel brand—Maxx by Steigenberger, joining a family of brands such as Steigenberger Hotels and Resorts, Jaz in the City and IntercityHotel.

The group launched its new Deutsche Hospitality umbrella brand less than 18 months ago with the intention of initiating additional hotel brands. Maxx by Steigenberger will occupy the upscale segment and fill an existing space between the brands—Steigenberger Hotels and Resorts (luxury and upper-upscale); IntercityHotel (upper-midscale); and Jaz in the City (lifestyle).

Deutsche Hospitality’s CEO Thomas Willms explained that the group is taking advantage of available opportunities in order to accelerate growth.

“Up until now, we have been operating with three strong hotel brands. Their positioning has, however, imposed highly restrictive requirements regarding the respective destinations, locations and properties,” said Willms. “For this reason, we have regularly had to reject projects that were not a good fit for this portfolio. Maxx by Steigenberger possesses more flexible hardware standards, and this provides us with the leeway we need to pursue qualitative and quantitative growth.”