Deutsche Hospitality has announced the relaunch of luxury portfolio, Steigenberger Hotels, which begins in the German city, Hamburg.

Deutsche Hospitality is spending millions to reinvent its luxury portfolio, Steigenberger Hotels and Resorts, which is being overhauled under its Made in Germany global brand strategy. The largest investment by the marque, the first to see a lift is its Hamburg hotel.

The venue will receive a rooftop bar and redesign of all its rooms and lobby. More upgrades have been scheduled for properties in Vienna, Amsterdam, Brussels, Frankfurt, Dusseldorf, Kiel, Berlin, Cologne, Bonn-Petersberg, and Dresden. An ad push will unveil the relaunch.

Themed Evolution Steigenberger, it will run throughout the year. Currently, more than 30 hotel premieres are in preparation until 2021; they include the locations in Denmark, India, and Thailand. Key expansion plans cover the Mediterranean and Eastern Europe regions.

Notable elevations span welcome managers, pop-up museums, and fashion events around culture and music. The portfolio will see a refreshed logo and visual language and modified aesthetic via cosmetic changes. An exclusive limousine service will be powered by Sixt.

Similarly, coffee manufactories will be installed in the lobby. Patrons can expect a signature breakfast and digital touchpoints like the Steigenberger tablet. All planned improvements by the chain are part of the brand’s efforts to redefine the guest experience.

“We are laying the foundation for further growth. This year, together with our partners, we will invest over 120 million euros into Frankfurt, Hamburg, Brussels, Vienna, Dresden, and other cities,” said Thomas Willms, CEO of Steigenberger Hotels and Resorts.

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