Thomas Willms, CEO, Deutsche Hospitality, and Axel Jünke, Managing Director of Brendal Hotel Group / Image source: Steigenberger Hotels AG
Market position of the MAXX by Steigenberger brand will be expanded in conjunction with the Brendal Hotel Group
Frankfurt am Main, August 23, 2019 — Everything is pointing to further growth. Deutsche Hospitality is planning to expand the portfolio of its up-and-coming MAXX by Steigenberger brand by up to twelve hotels before the end of 2022. This will be achieved by entering into a cooperation agreement with the family-owned Brendal Hotel Group. MAXX by Steigenberger is a fresh and charismatic concept which places the focus on the essential. It combines the renowned Steigenberger level of quality with a sense of urban comfort.
“We are delighted to cooperate with the Brendal Hotel Group as our franchise partner,” said Thomas Willms, CEO, Deutsche Hospitality. “This is a company which offers all the prerequisites to drive forward the successful expansion of our new MAXX by Steigenberger brand. The planned hotels to be delivered by the Brendal Hotel Group will be the perfect vehicle in terms of rolling out MAXX by Steigenberger and achieving a clear market positioning in the German speaking countries. This will enable us to enhance our presence at attractive locations and to offer our guests an even greater selection.”
Axel Jünke, Managing Director of the Brendal Hotel Group, added: “Brendal represents sustainable and at the same time modern hotel concepts that offer great value for money and huge potential for further development. MAXX by Steigenberger is the ideal franchise partner for us as we seek to realise the owners’ vision of growth accompanied by the very highest standards of service.”
Up to now, the Brendal Hotel Group GmbH runs its hotels independently. Following a corporate restructuring and the drawing up of specific plans for expansion, the Brendal Hotel Group GmbH opted to pursue growth on the basis of a framework agreement with Deutsche Hospitality and via franchising arrangements with MAXX by Steigenberger.
Deutsche Hospitality moved into the economy segment in February 2019 when it acquired the Danish Zleep Hotels brand. It currently has more than 30 further hotel openings in the pipeline, the primary emphasis being on international locations.
