Deutsche Hospitality is uniting its flagship hotels under a new umbrella brand. The name "Steigenberger Icons" will be used in future to position luxurious Steigenberger Hotels & Resorts which are characterised by their singular quality aspirations, their location, and their particular historical background.
The introduction of Steigenberger Icons will enable Deutsche Hospitality to establish new benchmarks in the high-end hotel sector.
The company said the Steigenberger Icons brand will also allow Deutsche Hospitality to pursue growth in Asia together with its shareholder Huazhu. Huazhu is planning to use Steigenberger Icons as a strategic vehicle to move into the luxury hotel segment within the Asian market.