THE Steigenberger Hotel Group, Europe’s oldest family-owned deluxe hotel company, which is celebrating its 80th anniversary this year, recently announced a new partnership with Egyptian investor, Travco Group.
The partnership is expected to help the company strengthen its market and competitive position with particular focus being given to the international expansion of the five-star Steigenberger Hotels and Resorts and budget brand, InterCityHotel.
According to Marcus Bernhardt, executive vice president and CCO for Steigenberger Hotel group: “The new partnership will continue to give us the independence to operate as Steigenberger Hotel group, focusing on business in Europe as well as new developments in Egypt. We will continue to invest in improving the quality of our hotels. Further this collaboration will help increase brand awareness for Steigenberger Hotels and Resorts and InterCityHotel in the Middle East.”
These hotels are expected to complement the existing hotel portfolio of the Travco Group, which comprises the brands JAZ, Iberotel and Sol Y Mar. Acquisition of the Steigenberger Hotel Group has enabled the Travco Group to enter the business hotel market, particularly in Germany, Austria and Switzerland.
Contracts for 11 hotels with around 2,400 rooms have already been signed and further hotels are at various stages of planning. In 2010 and 2011 InterCityHotels will open in five new locations in Germany, 2011 will also see the opening of two grand hotels of the Steigenberger Hotels and Resorts brand.
“We expect this to increase with our new partnership with Travco with expansion possibilities now extended to the Middle East region,” added Bernhardt.
“We currently see a lot of guests from the region, especially from Saudi Arabia, to our hotels in Europe and believe it is therefore important to be present here and be able to spread the message as to what the Steignberger brand stands for.”