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Boller is expected to steer MAXX by Steigenberger into the upscale hotel segment Boller is expected to steer MAXX by Steigenberger into the upscale hotel segment

Deutsche Hospitality Formalises MAXX by Steigenberger Brand

Deutsche Hospitality formalised the launch of MAXX by Steigenberger, its fourth brand.

A limited company has been set up under the name of MAXX Hotel GmbH, and a managing director has also been appointed.

“MAXX by Steigenberger offers enormous potential for expansion,” elaborated, Thomas Willms, CEO, Deutsche Hospitality. “Now that the new brand has been introduced, the emphasis needs to be on creating a good marketing positioning. We have now set out a clear direction of travel by founding the new company and by appointing Robert Boller as managing director.”

Boller will head up MAXX with immediate effect as managing director, having completed 18 years at IntercityHotel GmbH.

During this time, he held general manager positions in the German cities of Mannheim, Dusseldorf and Kiel before moving on to the Frankfurt corporate office in 2013.

Boller’s most recent position was senior director, operations, IntercityHotel, and he will continue to exercise this task on a transitional basis until the end of the year prior to focussing entirely on his new remit with effect from January 01, 2019.