Deutsche Hospitality Partners With Brendal Hotel Group to Expand MAXX by Steigenberger Brand

Germany, Frankfurt. October 03, 2019

Everything is pointing to further growth. Deutsche Hospitality is planning to expand the portfolio of its up-and-coming MAXX by Steigenberger brand by up to twelve hotels before the end of 2022. This will be achieved by entering into a cooperation agreement with the family-owned Brendal Hotel Group. MAXX by Steigenberger is a fresh and charismatic concept which places the focus on the essential. It combines the renowned Steigenberger level of quality with a sense of urban comfort.

"We are delighted to cooperate with the Brendal Hotel Group as our franchise partner," said Thomas Willms, CEO, Deutsche Hospitality. "This is a company which offers all the prerequisites to drive forward the successful expansion of our new MAXX by Steigenberger brand. The planned hotels to be delivered by the Brendal Hotel Group will be the perfect vehicle in terms of rolling out MAXX by Steigenberger and achieving a clear market positioning in the German speaking countries. This will enable us to enhance our presence at attractive locations and to offer our guests an even greater selection."

Axel Jünke, Managing Director of the Brendal Hotel Group, added: "Brendal represents sustainable and at the same time modern hotel concepts that offer great value for money and huge potential for further development. MAXX by Steigenberger is the ideal franchise partner for us as we seek to realise the owners' vision of growth accompanied by the very highest standards of service."

Up to now, the Brendal Hotel Group GmbH runs its hotels independently. Following a corporate restructuring and the drawing up of specific plans for expansion, the Brendal Hotel Group GmbH opted to pursue growth on the basis of a framework agreement with Deutsche Hospitality and via franchising arrangements with MAXX by Steigenberger.

Deutsche Hospitality moved into the economy segment in February 2019 when it acquired the Danish Zleep Hotels brand. It currently has more than 30 further hotel openings in the pipeline, the primary emphasis being on international locations.

Subscribe to our newsletter
for more Hotel Newswire articles

Related News

Choose a Social Network!

The social network you are looking for is not available.

Close
Coming up in December 2019...

Hotel Law: A Labor Crisis and Cyber Security

According to a recent study, the hospitality industry accounted for 2.9 trillion dollars in sales and in the U.S. alone, was responsible for 1 in 9 jobs. In an industry of that scope and dimension, legal issues touch every aspect of a hotel's operation, and legal services are required in order to conform to all prevailing laws and regulations. Though not all hotels face the same issues, there are some industry-wide subjects that are of concern more broadly. One of those matters is the issue of immigration and how it affects the ability of hotels to recruit qualified employees. The hotel industry is currently facing a labor crisis; the U.S. Labor Department estimates that there are 600,000 unfilled jobs in the industry. Part of the problem contributing to this labor shortage is the lack of H2B visas for low-skilled workers, combined with the difficulty in obtaining J-1 visas for temporary workers. Because comprehensive immigration reform is not being addressed politically, hotel managers expect things are going to get worse before they get better. Corporate cyber security is another major legal issue the industry must address. Hotels are under enormous pressure in this area given the large volume of customer financial transactions they handle daily. Recently, a federal court ruled that the Federal Trade Commission had the power to regulate corporate cyber security, so it is incumbent on hotels to establish data security programs in order to prevent data breaches. The lack of such programs could cause hotels to face legal threats from government agencies, class action lawsuits, and damage to their brand image if a data breach should occur. These are just two of the critical issues that the December issue of Hotel Business Review will examine in the area of hotel law.