MAXX Hotel GmbH founded and managing director appointed
MAXX by Steigenberger was launched in March as the fourth brand under the Deutsche Hospitality umbrella. The aims are to enhance the group's portfolio and to contribute to growth by adopting a franchise-friendly approach and by offering flexible standards with regard to aspects such as destination and location. The main formal prerequisites that will enable all of this to take place have now been established. A limited company has been set up under the name of MAXX Hotel GmbH, and a managing director has also been appointed.
The brand launch of MAXX by Steigenberger is in line with the group's strategy of striving for expansion both within its German language domestic base and in the burgeoning international growth markets. MAXX will occupy the upscale segment and thus fill an existing space between the brands Steigenberger Hotels and Resorts (luxury and upper upscale), IntercityHotel (upper mid-scale) and Jaz in the City (lifestyle). Specific negotiations are already underway with a view to announcing initial locations in the very near future. The objective is to conclude five hotel agreements by the end of the year and further growth in the following years.
"MAXX by Steigenberger offers enormous potential for expansion", said Thomas Willms, CEO, Deutsche Hospitality. "Now that the new brand has been introduced, the emphasis needs to be on creating a good marketing positioning. We have now set out a clear direction of travel by founding the new company and by appointing Robert Boller as Managing Director."
Deutsche Hospitality brings together five separate hotel brands under a single umbrella. Steigenberger Hotels & Resorts has nearly 60 hotels housed in historic traditional buildings and lively city residences and also offers health and beauty oases set at the very heart of nature. MAXX by Steigenberger is a new and charismatic concept which places the focus on the essential in accordance with its motto "MAXXimize your stay". Jaz in the City branded hotels reflect metropolitan lifestyle and draw upon the local music and cultural scene. IntercityHotel offers more than 40 upper mid-range urban hotels, all of which are located within easy walking distance of railway stations or airports. And Zleep Hotels – a well-known and successful hotel brand in Scandinavia which offer service and design at a great rate for the many. The portfolio of Deutsche Hospitality currently includes almost 160 hotels on three continents 40 of which are in the pipeline.