When Steigenberger and Porsche Design join forces: Steigenberger Porsche Design Hotels

Deutsche Hospitality and the Porsche Design Group are joining forces to present the Steigenberger Porsche Design Hotels brand, an innovative hotel concept in the Luxury Lifestyle Segment. Steigenberger Porsche Design Hotels will bring together design, technology and lifestyle at the very highest level. The result will be a unique brand experience created from the design philosophy and values of the exclusive Porsche Design lifestyle brand. This will be combined with the excellence and experience of Steigenberger, which boasts a representative tradition stretching back for more than 90 years. The first planning stage involves the establishment of up to 15 hotels in global metropolises such as London, Singapore, Dubai and Shanghai. Design and quality are the top priority “Steigenberger Porsche Design Hotels creates a brand which marries the design philosophy and values of the exclusive Porsche Design brand with the hospitality and service quality of a Steigenberger hotel,” said Marcus Bernhardt, CEO of Steigenberger Hotels AG/Deutsche Hospitality. “Our joint goal is to establish a new hotel product for a global target group which seeks uniqueness and which has the highest aspirations regarding quality.” “Steigenberger Porsche Design Hotels will boast an unusual and exceptional spatial and lighting concept,” stated Dr. Jan Becker, CEO of Porsche Design Group. “Innovative rooms and suites will feature a singular design and interior which captures the spirit of the environment. Travellers in search of extraordinary experiences will be able to find Steigenberger Porsche Design Hotels at some of the world’s most breath-taking locations.” The hotels will offer at least 150 rooms, suites, and penthouses. They will also have a remarkable restaurant and bar concept, exclusive Meet&Greet Cubes, and a health and beauty facility and gym extending over a minimum area of 1,000 square metres. Deutsche Hospitality already maintains a presence in the Luxury, Upscale, Midscale and Economy Segments via the existing brands. “We have set ourselves the objective of achieving significant worldwide growth by 2027,” Mr. Bernhardt continued. “For us, Steigenberger Porsche Design Hotels constitutes an important step towards appealing to an attractive target group in the long term and towards meeting growing requirements for individuality, exclusivity, design and an inimitable hotel experience.” The development of Steigenberger Porsche Design Hotels is enabling Porsche Design to transfer its brand philosophy to exterior and interior architecture. This will allow design expertise to be made accessible to a broad section of the public via the vehicle of outstanding hotel projects. Jan Becker: “The brand perception factor is becoming increasingly important for customers. In hotels we convey the brand experience in a unique way, and this makes it possible to introduce additional differentiation to the market.” About Steigenberger Porsche Design Hotels In 1963, Professor Ferdinand Alexander Porsche came up with the 911, one of the most significant design objects in contemporary history. He went on to found the exclusive lifestyle brand Porsche Design in 1972 in pursuit of a vision to transport the company’s principles and the Porsche myth beyond the confines of the car. His philosophy and design language live on in all Porsche Design products right down to the present day. 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 encompasses more than 7,000 hotels, and its H Rewards Bonus Programme currently boasts more than 174 million members.

Paul Johnson

Paul Johnson is Editor of A Luxury Travel Blog and has worked in the travel industry for more than 30 years. He is Winner of the Innovations in Travel ‘Best Travel Influencer’ Award from WIRED magazine. In addition to other awards, the blog has also been voted “one of the world’s best travel blogs” and “best for luxury” by The Daily Telegraph.

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  1. Well, you’re not going to have to worry about the plumbing are you? If Porsche can deliver zillions of horsepower to car engines then you know that there’ll be instant hot water for your morning shower. I bet the heating and air conditioning are perfectly engineered too.

  2. It looks to be a very shrewd business move. Such is the power of the Porsche brand that it will attract many prospective guests.

  3. The size of the gyms is reassuring. My flabby body is telling me that I ought to get back to the gym after the pandemic but I’m worried about being too close to other users.

  4. Some people might think a hotel’s a hotel, a room with a bed and nowadays an en-suite bathroom. The more I stay in hotels the more I’ve come to appreciate how much difference design can make to your stay. When dozens of little things have been thought through it can make such a difference to the quality of your stay.

  5. My wife says (complains?) that I am very discerning (too fussy?) when it comes to selecting our hotels. I’m surprised that I’ve never come across the Steigenberger hotels.

    That suggests that they would probably benefit from a marketing push, hence the alliance with Porsche is probably a very astute move.

  6. Designing hospitality structures such as hotels are one of the most demanding projects for architectural and engineering experts. A lot of features need to be considered on top of the unique aesthetics it should uphold. The great achievements of hotel designers are to provide the most significant attributes of hospitality structures which as relaxation and comfort.

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