Steigenberger partners with Porsche on new hotel brand

Steigenberger Hotels CEO Marcus Bernhardt (left) and Porsche Design CEO Jan Becker signing an agreement to create a joint hotel brand. Photo Credit: Steigenberger Hotels

Germany's Steigenberger Hotels is teaming up with Porsche Design -- an offshoot of luxury German carmaker Porsche -- on a new hotel brand.

Steigenberger Porsche Design Hotels will play in the luxury lifestyle space. The partners have not set an opening date or location for the first hotel.

Related story: Travel editors discuss trend of consumer brands entering hospitality

In a statement, Marcus Bernhardt, CEO of Steigenberger Hotels and parent company Deutsche Hospitality, said the concept will marry Porsche Design's "unique design philosophy" with Steigenberger's 90-plus years of experience in the hospitality business.

Deutsche Hospitality and Steigenberger currently operate approximately 160 hotels under the Steigenberger brand.

Deutsche Hospitality was acquired by China's Huazhu Group last year.


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