Fashion, music, lifestyle – Deutsche Hospitality is launching a new brand in the upscale lifestyle segment

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The German fashion icon Karl Lagerfeld once said: “I’m very down to earth. Just not on this earth. ”Deutsche Hospitality has been very aware of this quote in recent months in order to develop a new hotel brand aimed at guests who feel at home on and in front of the world’s catwalks and stages. House of Beats. The first House of Beats Hotels are being built in Hamburg and Milan, and further locations in other world metropolises are being planned.

“Fashion, music and art are the elements that combine to create the House of Beats,” says Marcus Bernhardt, CEO of Deutsche Hospitality. “These ingredients merge with our passion as hoteliers to be the best hosts and to create a truly unique hotel experience. House of Beats fills a gap in the market. It appeals to lifestyle-oriented people who expect more from a hotel brand than the market usually offers, and offers cosmopolitan, culturally interested and fashion-loving travelers a home. House of Beats transforms the hotel into a catwalk. “

In addition to its own catwalks, House of Beats also offers a gastronomic concept called “The Beast”, which appeals to vegetarians and meat lovers alike. The main focus, however, is on the digital guest journey, which merges physical and digital experience. “The Beast” is all about freshness and sustainability. No preservatives or colorings are used and certain key products such as honey serve as the basis for all dishes. Except for the food, everything is digital. This applies to the menus, the music, the room keys and the library. Guests are connected at all times – before, during and after their arrival.

House of Beats is an extension of Deutsche Hospitality’s high-end portfolio. It’s part of the group’s upscale segment, alongside its sister brand Jaz in the City, designed to inspire music lovers. Steigenberger Hotel & Resorts are also in the same category. Steigenberger Icons are positioned in the luxury segment. In July of this year, Deutsche Hospitality and Porsche Design launched the Steigenberger Porsche Design Hotels to score points in the luxury lifestyle segment.

The company’s brand portfolio also includes the midscale brands MAXX by Deutsche Hospitality and IntercityHotel. Zleep Hotels operate in the economy sector.

“Our goal is to grow into one of the leading hotel brands in Europe by 2026”, Bernhardt continues. “House of Beats is an important strategic step that will attract a new target group in the long term. It also takes full account of the increased demands of guests in terms of location, individuality and eventful hotel stays. “

German hospitality

Vision, passion and open-mindedness. Deutsche Hospitality offers the perfect guest experience. Tradition and an eye for the future are combined in an inimitable portfolio of eight brands that are active in more than 160 hotels worldwide. “Feeling of luxurious simplicity.”: Steigenberger Icons are extraordinary luxury hotels that combine historical uniqueness and modern concepts. The Steigenberger Porsche Design Hotels brand provides innovative impetus in the luxury lifestyle segment. Steigenberger Hotels & Resorts stand for sophisticated hospitality on three continents. Jaz in the City’s lifestyle hotels set the pace in the upscale sector. House of Beats combines a passion for the hotel industry with a fascination for lifestyle, fashion and music. IntercityHotel has its finger on the pulse of every destination and offers a real home for comfort and mobility in the midscale segment. MAXX by Deutsche Hospitality is a charismatic remodeling brand that is also positioned in the midscale area of ​​the market. Zleep Hotels offer a smart combination of design and functionality in the economy segment. All of these brands are united under H-Rewards, the loyalty program of Deutsche Hospitality, which offers benefits from the first booking. The vision is clear. Together with its partner Huazhu, Deutsche Hospitality aims to become one of the leading hotel companies in Europe.