The German hotel brand adds a touch of ultra-luxury to the MENA region with four new hotels
DUBAI: German hotel giant Deutsche Hospitality, which operates Steigenberger Hotels under its umbrella brand, plans to expand its offering in the Middle East this year with the addition of four new hotels under different brands.
“We plan to double the number of rooms we manage in the region by the end of the year,” said Siegfried Nierhaus, vice president of Deutsche Hospitality Middle East. “The demand for luxury, even during and after COVID-19, has always been very strong, especially in the Middle East.”
Earlier this year, the company signed a memorandum of understanding with Saudi Arabia’s Tourism Development Fund to launch and grow its new ultra-luxury brand in the region: Steigenberger Porsche Design Hotels.
“We are actively working with our partners to select the best location and develop the hotel project,” Nierhaus told Arab News.
“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.”
first order of the day
Offering a minimum of 150 rooms, suites and penthouses, the hotels will feature a restaurant and lounge concept, exclusive meeting spaces and state-of-the-art health and beauty facilities, including a gym and wellness area.
Guests will also enjoy an individualized journey at every touchpoint, thanks to the hotel’s emphasis on hyper-personalization, innovation and a functional approach.
“With the upsurge in international and domestic travel, we look forward to showcasing more unique experiences across our eight brands in more premium locations in the United Arab Emirates, Oman, Qatar, Saudi Arabia and beyond.” , did he declare. “The region has rebounded in tremendous fashion, and we look forward to welcoming more customers to our various properties.”
His optimism is based on data. According to a Hotel Tech Report published this year, the travel and hospitality industry has understandably been turned upside down during the pandemic; global travel and tourism revenues fell by around 34.7% to around $447.4 billion in 2020.
Now compare that with the original 2020 forecast of $712 billion in revenue. However, the figures are recovering rapidly, especially in the luxury hotel sector.
Deutsche Hospitality operates 23 properties in the Middle East and North Africa region, with expansion plans primarily in the luxury hospitality category.
According to Nierhaus, hotels in the Middle East get most of their traffic from the United Arab Emirates, Saudi Arabia, India, Germany and Eastern Europe.
“Once China reopens, we believe we will welcome many Chinese customers again,” he added. “The Middle East is a priority for our business, and we have a fully-fledged office in Dubai with regional experts to support development.”
By this year, the brand will open the doors to two new properties: Al Hamra Residence and Al Hamra Village Hotel in Ras Al Khaimah, and IntercityHotel Muscat, Oman, with plans for two more. Additionally, Saudi Arabia is on the radar as a new territory.
“The Kingdom of Saudi Arabia is one of the priority development areas for our group with many opportunities. Vision 2030 is ambitious, and we would like to play our part in it with our hotel expertise and global reach,” he said. -he declares.