Deutsche Hospitality Announces New Developments and Expansion Plans In The Region
Deutsche Hospitality, one of the leading German hospitality groups, remains committed to the Middle East, announcing tenacious phased expansion plans at this year’s Arabian Travel Market (ATM) hosted in Dubai, United Arab Emirates.
The future generation of IntercityHotels
The group’s first regional CitySquare concept, a new social lobby will create a multifunctional, seamless space where guests can enjoy fresh coffee alongside a signature bakery serving freshly baked goods all day. Grab and go snacks and a bar complement this innovative space to lounge, work or meet with friends. As part of the next generation of the IntercityHotel brand, the CitySquare concept will be introduced at the 273-key IntercityHotel Muscat in the Sultanate of Oman, followed by a rollout across all IntercityHotels in the region by the end of Q4 2023.
Zleep Hotels – bringing Danish design to the world
In response to a growing need for affordable, yet stylish accommodation, Deutsche Hospitality is eyeing to bring its economy brand of Scandinavian origin, Zleep Hotels to the Middle East. The brand is centered around Danish design and the sensibility of simplicity alongside a great night’s sleep. Enhancing its authentic Nordic roots, the brand just entered a partnership with Danish furniture design company, Fritz Hansen. Both brands share a common DNA, believing that good design, a commitment to sustainability and quality are essential for a good life.
H Rewards – more personal, more flexibility, more benefits
Guests are welcomed to Deutsche Hospitality’s loyalty program, H Rewards, tailored to meet the individual needs of every guest. The company has made progressive improvements to the program to provide comprehensive benefits and greater flexibility to more than 200 million members globally. The loyalty program and booking platform, H Rewards now accelerates the earning of points by rewarding online check-in and contactless arrival, as well as direct bookings via the mobile application or new website, hrewards.com.
H Rewards now also enables Chinese members to enjoy personalized benefits in hotels of Deutsche Hospitality across Europe, Middle East and Africa. The Middle East properties have started to implement a wide range of enhanced services, dedicated amenities and features for Chinese guests such as Chinese payment systems.
Siegfried Nierhaus, Vice President of Middle East at Deutsche Hospitality says, “The Middle East’s strategic location, diverse markets and rising interest in sustainable tourism make it an ideal destination for those seeking unique experiences, and one of the most dynamic regions in the world for tourism. Our expansion strategy will enable us to offer unparalleled service and unwavering commitment to providing outstanding hospitality in the region. We are dedicated to bringing the highest standards of quality and innovative hospitality, while always staying true to our passion for sustainability and driving positive change. At Deutsche Hospitality, we are focused on delivering exceptional value to guests, hotel owners and partners.”
Deutsche Hospitality is planning to grow both Zleep Hotels and IntercityHotel brands as part of its Management and Franchise Model, to cater to guests and owners’ diverse needs, and strengthen its position in the thriving Middle Eastern hospitality market. The company will focus on four distinct verticals, including giga and mega projects, key cities, second-tier cities and pilgrimage destinations. In addition to this, Deutsche Hospitality plans to expand its portfolio to meet the growing demand for upscale and luxury leisure hospitality.
Under the theme of UAE’s ‘Year of Sustainability’, Deutsche Hospitality will also showcase its sustainable best practices to the region at ATM 2023. Visitors can participate by writing messages to nature on specially seeded cards and placing them on a giant printed ghaf tree. The Deutsche Hospitality team will plant the seeded cards at the organic garden at Al Hamra Residences in Ras Al Khaimah, providing the hotel with organically grown produce all year round.
Deutsche Hospitality’s current regional operating portfolio comprises over 1,531 keys across UAE, Oman, KSA and Qatar.
Last Updated on 2 years by News Desk 2
