Leading German hospitality management group Deutsche Hospitality has announced its robust expansion plans, in which it aims to grow its regional portfolio. Since its foray into the Middle Eastern market in 2015, the brand now has a total of 23 operational properties across the MENA region and is set to establish an additional four hotels by the end of the year.
The group’s global strategy spans its entire portfolio, including Steigenberger Hotels & Resorts, Steigenberger Icons, MAXX by Steigenberger, House of Beats, Jaz in the City, IntercityHotel, Zleep Hotels and now Steigenberger Porsche Design Hotels.
Deutsche Hospitality is on track to double its portfolio in the Middle East, adding a host of locations that will continue to set the standard in the hospitality industry.
As part of the expansion, the group will be launching its first luxury lifestyle hospitality concept with Steigenberger Porsche Design Hotels, as announced in October 2021. Deutsche Hospitality and the Porsche Design Group have partnered 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. Offering a minimum of 150 rooms, suites, and penthouses the hotels will 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 an individualized journey at every touchpoint, driven by the hotel’s focus on hyper personalization, innovation, and functional approach. In the beginning of the year, the Tourism Development Fund (TDF) of Saudi Arabia signed a Memorandum of Understanding (MoU) with Deutsche Hospitality to develop and operate Steigenberger Porsche Design Hotels projects in Saudi Arabia. The agreement includes the right to exclusively launch the first Steigenberger Porsche Design Hotels project in the Middle East.
The group will also launch the first IntercityHotel in Muscat, Oman, further enabling potential guests and partners to experience Deutsche Hospitality’s world-class services and hospitality in the region. Opening in August 2022, IntercityHotel Muscat will be located in the Ministry and Embassy district within the bustling area of Al Khuwair, Muscat. The upper midscale hotel is part of the prestigious development of the A’Raya Complex that will include upscale retail arenas and will be connected to the Royal Academy. IntercityHotel Muscat comprises 279 keys and will be home to a stylish all-day dining restaurant and terrace, a lobby café, an outdoor pool and gym facility, as well as four meeting rooms with a guest capacity of 100.
In March 2022, the group announced its partnership with Al Hamra, the leading lifestyle developer and investment company in Ras Al Khaimah to take on the management of two properties: Al Hamra Village Hotel and Al Hamra Residence.
Deutsche Hospitality was able to reopen the Al Hamra Residence on April 15, within a record-time of 25 days from the hotel management signing. Al Hamra Village Hotel is slated to reopen in Q3 2022 and both properties will be managed as white label 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.
To round off 2021, Deutsche Hospitality 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, said: “We look forward to sharing Deutsche Hospitality’s rich history of unparalleled service and passion with more people in iconic cities in the region. The Middle East is a key strategic focus market for us at Deutsche Hospitality. Our exciting plans for the next few years truly reflect our optimism for the complete recovery of travel and our commitment to the region’s growth and hospitality industry. We can’t wait to broaden our portfolio and open our doors in remarkable locations, ready for eager domestic and international travelers across all segments.”
