Take it to the MAXX
This year’s second issue of WIR – the employee magazine of German hotel group, Deutsche Hospitality – is dedicated to the newest member of their brand family, MAXX by Steigenberger.
In March, Steigenberger Hotels and Resorts, Jaz in the City and IntercityHotel were joined under the Deutsche Hospitality umbrella by MAXX by Steigenberger. The launch took place during a week when the eyes of every hotel developer and tourism expert in the world were firmly fixed on Berlin as the city played host to the International Hotel and Investment Forum (IHIF) and to the International Tourism Fair (ITB) in quick succession.
MAXX by Steigenberger will occupy the upscale segment, fitting neatly between Steigenberger Hotels and Resorts (luxury and upper upscale), IntercityHotel (upper mid-scale) and Jaz in the City (lifestyle). The name affix “by Steigenberger” spells out the quality commitment which Deutsche Hospitality associates with the new brand. There are clear guidelines regarding service, staff and F&B. The breakfast service will, for example, be aligned to that of Steigenberger. At the same time, the brand does not determine the destination, location, room size or design of the individual hotel. These are areas in which the group has taken a conscious decision to work with flexible standards. The important thing is that each property is coherent in itself. In other words, each MAXX Hotel will be permitted to adopt its own character.