10 OCTOBER 2016
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One of Germany’s best-known hospitality companies, the Steigenberger Hotel Group, is changing its name to Deutsche Hospitality, promising to position itself as “the benchmark of German hospitality and industry innovation as the company expands into new territories around the globe”.
The company said the new name, combining the German word Deutsche with the English word Hospitality, was chosen to make it more accessible in foreign-language markets while retaining the company’s pride in its rich history.
“By separating the name of the management company from that of its leading hotel brand – Steigenberger Hotels and Resorts – Deutsche Hospitality now has the flexibility to broaden quickly its portfolio of brands, services and properties,” it added.
Members of the group also include IntercityHotel, with properties in prime transportation hubs, and the funky Jaz in the City, which will soon launch its newest property in Stuttgart.
Deutsche Hospitality’s new look was masterminded by branding specialist QUO, which also oversaw the Jaz in the City and IntercityHotel developments.
QUO boss David Keen said: “Deutsche Hospitality’s new brand architecture gives it a strong base from which to pursue future growth. The new name positions the company as the country’s pre-eminent provider of hospitality excellence.”
All comments are filtered to exclude any excesses but the Editor does not have to agree with what is being said. 100 words maximum
Andrew Sharp, United Kingdom
InterCity Hotels - and possibly others in the group - give you a free ticket for the local transport network in the city where you stay. Useful!