The brand launch is follows the group’s strategy of striving for expansion both within its German language domestic base and international growth markets. MAXX by Steigenberger will occupy the upscale segment and thus fill an existing space between the brands Steigenberger Hotels and Resorts (luxury and upper upscale), IntercityHotel (upper mid-scale) and Jaz in the City (lifestyle).
Thomas Willms, CEO, Deutsche Hospitality, explained that the group was taking this step to make better use of available opportunities and to accelerate growth. “MAXX by Steigenberger possesses more flexible hardware standards and this provides us with the leeway we need to pursue qualitative and quantitative growth.”
Specific negotiations for the first MAXX by Steigenberger hotels are already underway, and initial locations are expected to be announced soon.