BERLIN— Deutsche Hospitality, Germany’s top hotel company, announced its fourth brand, Maxx by Steigenberger, at last week’s International Hotel Investment Forum.
CEO Thomas Willms said the new brand is a conversion-friendly upscale brand that will see its first signed hotel by the end of 2018.
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Having spent a good part of 10 years at Starwood Hotels & Resorts Worldwide—now part of Marriott International—Willms wasted no time adding to Deutsche Hospitality’s brand portfolio following the decision by his predecessor Puneet Chhatwal to create the umbrella firm.
Willms joined Deutsche Hospitality in June 2017 as COO and became CEO in January 2018.
Willms said Deutsche Hospitality’s brand structure gives the company more opportunities for brand growth.
“Under that umbrella we can build our house of brands,” Willms said. “We believe in a brand consistency and our ability … and under the umbrella we can create new brands under that roof.”
Please see the entire video for more insight into Deutsche’s new direction.