Source: H World International

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 H World International

H World International combines the strengths of seasoned brands with international hotel expertise. The company is represented in Europe, the Middle East, India and Africa, as well as in the Asia-Pacific region, and is advancing expansion with a balanced blend of lease, management, and franchise hotels. Nine unique brands are united under the umbrella of H Rewards – the consumer-focused and simple booking platform and unique loyalty program with more than 218 million members worldwide. H World International is part of H World, one of the world's largest and fastest growing hotel groups. Further information is available at int.hworld.com.

Steigenberger Icons are extraordinary hotels that combine unique historical value with modern concepts. Steigenberger Porsche Design Hotels combine the distinctive Porsche Design Lifestyle with hospitality and service. At Steigenberger Hotels & Resorts, guests enjoy an unforgettable and top-class hotel experience. Jaz in the City is a lifestyle brand concentrating on music: always in sync, lively, and unique. House of Beats supports local heroes and is an innovative brand with an uncompromising community approach. IntercityHotel is synonymous with flexible mobility and central locations and offers high standards for design and comfort. Maxx stands for what is most important in the mid-scale range of the market. Zleep Hotels offer Danish design, quality, and Scandinavian simplicity at an affordable price. Ji Hotel serves guests with a reserved eastern aesthetic, well-designed technology, and plenty of room for individuality. Book your stay at hrewards.com.

Sven Hirschler
+49 696 656 4422
H World International

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