Functional design and unique brand experiences are about to merge at the very highest level. Dr. Jan Becker (CEOPorsche Design Group) and Marcus Bernhardt (CEO Steigenberger HotelsAG/Deutsche Hospitality) met at the Steigenberger Icon Hotel Frankfurter Hof to sign an agreement that heralds the creation of a joint hotel brand. The intention is that Steigenberger Porsche Design Hotels will be launched in selected international metropolises in the future. This unique hotel concept will be positioned in the Luxury Lifestyle Segment.

Such collaboration represents a significant step for both companies. “Steigenberger Hotels & Resorts and Porsche Design share common values,” stated Dr. Jan Becker. “We demand the highest standards of quality and exclusive design and strive for continuous development. Together we want to offer our guests a completely new hotel experience.”  

“Our two companies unite the very best of both worlds,” added Marcus Bernhardt. “Porsche Design brings a unique design philosophy to the partnership. And there is scarcely any company in the hotel business other than Steigenberger which has brought so much quality, service and passion to bear over a period of more than 90 years. With these strengths we create a new and exciting product which will encourage people to rediscover the hotel sector.”

In 1963, Professor FerdinandAlexander Porsche created one of the most iconic design objects in contemporary history: the Porsche 911. Following his vision to take the principles and myth of Porsche beyond the automotive world, he created the exclusive lifestyle brand Porsche Design in 1972. His philosophy and design language can still be seen in all PorscheDesign products today.

Albert Steigenberger opened the Europäischer Hof in Baden-Baden in 1930, a hotel which was to go on to become the founding myth of Steigenberger Hotels AG. 160 hotels now operate under the Steigenberger name across three continents.

Deutsche Hospitality has formed part of the Huazhu Group since 2020. Huazhu is one of the largest hotel groups in the world. The company’s portfolio extends to more than 7,000 hotels, and its H Rewards BonusProgram currently boasts more than 174 million members.

When such strong and impressive brands come together, it is the start of something beautiful, and we cannot wait to see this come together in the coming months and years. We always appreciate discovering new getaways for our jetsetters, and these properties are sure to be top of our lists when they are opened.

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