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 November 2019...

Architecture & Design: Biophilic Design

The hospitality industry is constantly evolving to meet and exceed guest expectations. As a result, hotels are always on the lookout for new ways to improve the guest experience, and architecture and design is an essential part of this equation. Bold design is often the most effective way to make an exceptional first impression - an impression guests use to distinguish between brands. One design trend that is being embraced worldwide has become known as “Biophilic Design.” Biophilic design is based on the concept of biophilia, which is the theory that human beings have an innate tendency to seek out nature, natural elements, and natural forms. Biophilic design is more than hotels simply adding a surplus of plants; it involves incorporating specific design elements into a hotel in order to imbue it with a sense of wellness and well-being. Some of those elements include exposure to natural lighting; views of nature and rooms with a view; natural architectural patterns; salvaged or reclaimed woods of all types; reclaimed metals; sustainably sourced stone; living green walls and vertical gardens; and direct and indirect exposure to nature. Hotels that have incorporated biophilic design into their properties are reaping the benefits associated with this trend including reduced stress responses, better air quality, lower energy costs, and more positive guest reviews. Biophilic design has also been shown to improve guest moods and to satisfy consumer demand for environmental responsibility. Savvy hotel owners and managers are aware that nature-inspired elements enhance their guests' comfort and well-being, which is why this trend is becoming so prevalent. Biophilic design is just one topic in the fields of hotel architecture and design that will be examined in the November issue of the Hotel Business Review.