Deutsche Hospitality and Porsche reveal initial plans for new luxury hotel brand

Steigenberger Porsche Design Hotels
A rendering of a Steigenberger Porsche Design Hotel. (Steigenberger Porsche Design Hotels)

Deutsche Hospitality and the Porsche Design Group are planning to develop up to 15 hotels in the first stage of the roll-out of their new luxury, lifestyle hotel brand.

Steigenberger Porsche Design Hotels will offer at least 150 rooms, suites, and penthouses as well as restaurant and bar facilities and a health and beauty facility and gym extending over a minimum area of 1,000 square metres.

Locations targeted include London, Singapore, Dubai and Shanghai.

What They Said

Marcus Bernhardt, CEO of Steigenberger Hotels AG/Deutsche Hospitality, said: “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.”

“We have set ourselves the objective of achieving significant worldwide growth by 2027. 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.”

Jan Becker, CEO of Porsche Design Group, said: “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 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.”