Deutsche Hospitality now enjoys a presence of 23 operational properties across the region, since its establishment in the Middle East in 2015. The group now aims to have an additional four properties in the region by the end of the year.
The global strategy of the group spans its entire portfolio, including brands like Steigenberger Hotels and Resorts, Steigenberger Icons, House of Beats, MAXX by Steigenberger, InterCity Hotel, Jazz in the City, Zleep Hotels and Steigenberger Porsche Design Hotels.
The company has stated that it is on track to double its presence in the Middle East, by adding a range of notable locations that are aimed to enhance the standard in the hospitality industry.
Deutsche Hospitality to launch flagship brands in the Middle East
Deutsche Hospitality, as part of its expansion plan in the Middle East, is due to launch its first luxury lifestyle hospitality concept with the Steigenberger Porsche Design Hotels. It also intends to establish its first InterCityHotel in Muscat, Oman. These launches are designed to enable potential customers to experience the world-class services and hospitality of the Group in the region.
Earlier this year in March, the group announced a partnership with Al Hamra, a leading lifestyle developer and investment company in Ras Al Khaimah. The partnership allowed Al Hamra to undertake the management of two properties in the region – Al Hamra Village Hotel and Al Hamra Residence. The Group was able to re-open the Al Hamra Residence property in a record time of 25 days after signing the agreement.
Al Hamra Village Hotel is scheduled to re-open in the third quarter of 2022 and both properties will be managed as white label brands within the Deutsche Hospitality brand portfolio. After the renovation, the Residence will be branded as Steigenberger Residence and the Village Hotel as Maxx by Deutsche Hospitality.
The German group celebrated the launch of IntercityHotel Dubai Jaddaf Waterfront, the first franchise property of its kind in the region, as well as Steigenberger Hotel Doha, its premier flagship hotel in Qatar.
Vice President of Middle East Deutsche Hospitality, Siegfried Nierhaus, mentioned that the group looked forward to sharing the rich history of the Group’s unmatched service and passion with more people in iconic cities in the region.
He also added that the Middle East is a key strategic market for the group, and that the group would share its success and plans at the Arabian Travel Market 2022. He said that the expansion plans of the group reflect the optimism for the complete recovery of travel and hospitality in the region.
Steigenberger Porsche Design Hotels
In October last year, Deutsche Hospitality partnered with the Porsche Design Group to create a unique and innovative hotel concept in the Luxury Lifestyle Segment. Consumers are increasingly choosing experiences over things and Steigenberger Porsche Design Hotels is the only brand that combines the distinctive Porsche Design lifestyle with the hospitality and service quality of a Steigenberger hotel.
The property would offer a minimum of 150 rooms, suites, and penthouses. The hotels will also include a restaurant and lounge concept, exclusive meet and greet areas, and world-class health and beauty facilities, which includes a gym and wellness area. Guests will also benefit from a personalised journey at every touchpoint, enhanced by the hotel’s focus on hyper personalization, innovation, and functional approach.
Scheduled to open in August 2022, IntercityHotel Muscat will be located in the Ministry and Embassy district within the bustling area of Al Khuwair in the Omani capital. The upper mid-scale hotel will be established as part of the prestigious development of the A’Raya Complex that will comprise retail arenas and will be connected to the Royal Academy.
IntercityHotel Muscat consists of 279 rooms and will house a stylish all-day dining restaurant & terrace, a lobby café, a spacious outdoor pool and gym facility, as well as four meeting rooms with a guest capacity of 100. IntercityHotel Muscat will be designed as a space where guests will find a vibrant lifestyle destination to stay, dine and meet, right in the heart of Muscat.