Hotel group Deutsche Hospitality is launching a new brand for
its flagship luxury hotels, Steigenberger Icons.
The first hotels to be designated as Steigenberger Icons are the
Steigenberger Grandhotel & Spa Petersberg, the Steigenberger Frankfurter
Hof, the Steigenberger Parkhotel Düsseldorf, the Steigenberger Grandhotel
Belvédère Davos,
the Steigenberger Wiltcher's in Brussels and the
Steigenberger Grandhotel Handelshof Leipzig.
Deutsche Hospitality has five existing brands: Steigenberger
Hotels & Resorts, the new design hotel brand MAXX by Steigenberger, the music-themed
Jaz in the City brand, the mid-range IntercityHotel urban brand and Scandianvia’s
budget design-led Zleep Hotels.
Marcus Bernhardt, CEO of Deutsche Hospitality, says: "Arthur Conan Doyle worked
on some of his 'Sherlock Holmes' stories whilst staying at the legendary
Grandhotel Belvédère in Davos,
where the World Economic Forum was also founded. There is the Frankfurter Hof, where the Rolling Stones once played football in
the corridors and which now provides a venue where famous authors can meet
up-and-coming artists.”
The Steigenberger Icons brand will also allow Deutsche
Hospitality to pursue growth in Asia together with its
shareholder Huazhu. Huazhu is planning to use Steigenberger Icons as a
strategic vehicle to move into the luxury hotel segment within the Asian
market.
Spiridon Sarantopoulos has been named vice president luxury hotels at the group, adding to his role as general manager of the Steigenberger
Frankfurter Hof.