Following the rebrand, the group has unveiled a new name, logo and brand strategy, which was announced at Expo Real in Munich yesterday (4 October).
The newly christened Deutsche Hospitality will continue to match expections, while creating a benchmark of German hospitality and industry innovation. The rebrand will broaden the portfolio of brands, services and properties internationally.
The new name and contemporary aesthetics of the rebrand aim to highlight innovation and a cosmopolitan approach to German hospitality.
QUO’s CEO David Keen said: "Deutsche Hospitality’s new brand architecture gives them a strong base from which they can pursue future growth, and the new name positions them as the country’s preeminent provider of hospitality excellence."
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Puneet Chhatwal, CEO of Steigenberger Hotels AG added: "Deutsche Hospitality embodies a culmination of German precision and global vision. I believe that the new name is far more powerful, far more global and far more attractive to investors, owners, stakeholders, shareholders, employees and everybody else in the company. The new brand is a vital lever that will unleash dynamism, help us to expand internationally and drive innovation."
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