Fashion, music, lifestyle – Deutsche Hospitality launches a new brand in the Upscale Lifestyle Segment
The German fashion icon Karl Lagerfeld once stated: “I’m very much down to earth. Just not to this earth.” Deutsche Hospitality had this quotation very much in mind over the past few months, as it worked to develop a new hotel brand aimed at guests who feel at home on and in front of the catwalks and stages of this world. House of Beats. The first House of Beats hotels are being created in Hamburg and Milan, and more locations in other global metropolises are also at the planning stage.
“Fashion, music and art are the elements which combine to form House of Beats,” said Marcus Bernhardt, CEO of Deutsche Hospitality. “These ingredients fuse with our passion as hoteliers to be the best hosts and generate a truly unique hotel experience. House of Beats fills a gap in the market. It speaks to lifestyle-oriented people who expect more from a hotel brand than the market usually offers and provides a home for cosmopolitan travellers who are interested in arts & culture and fascinated by fashion. House of Beats turns the hotel into a catwalk.”
As well as seeking to put its own catwalks in place, House of Beats also includes a gastronomic concept called “The Beast”, which appeals to vegetarians and meat lovers alike. The main focus is, however, on the digital guest journey merging the physical and digital experience. “The Beast” is entirely centred on freshness and sustainability. No preservatives or colourants are used, and certain key products such as honey serve as the basis for all dishes. Everything is digital except the food. This goes for the menus, the music, the room keys and the library. Guests are networked at all times – prior to, during and after their arrival.
House of Beats represents an expansion of Deutsche Hospitality’s high-end portfolio. It forms part of the group’s Upscale Segment alongside its sister brand Jaz in the City, which sets out to inspire music enthusiasts. Steigenberger Hotel & Resorts also occupy the same category. Steigenberger Icons are positioned in the Luxury Segment. In July this year, Deutsche Hospitality joined forces with Porsche Design to launch the Steigenberger Porsche Design Hotels with the aim of making a mark in the Luxury Lifestyle Segment.
The company’s brand portfolio further encompasses the midscale brands of MAXX by Deutsche Hospitality and IntercityHotel. Zleep Hotels operate in the Economy Sector.
“Our objective is to grow to become one of Europe’s leading hotel brands by 2026,” Mr. Bernhardt continued. “House of Beats is an important strategic move which will attract a new target group in the long term. It also takes full account of the enhanced guest requirements with regard to locality, individuality and hotel stays which deliver a characteristic experience.”
About Deutsche Hospitality
Setting standards since more than 90 years: Deutsche Hospitality delivers outstanding hospitality in over 130 hotels in Europe, Asia and Africa. Eight distinctive brands, ranging from economy to luxury are unified under H Rewards, both seamless booking platform and loyalty program for more than 200 million loyalty members internationally. Deutsche Hospitality is part of Asian-based H World, one of the biggest and fastest-growing hotel groups in the world with a focus on digitization, technology and innovation. Visit deutschehospitality.com and hrewards.com for more information.
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