MAXX by Steigenberger was launched in March as the fourth brand under the Deutsche Hospitality umbrella. The aims are to enhance the group’s portfolio and to contribute to growth by adopting a franchise-friendly approach and by offering flexible standards with regard to aspects such as destination and location. The main formal prerequisites that will enable all of this to take place have now been established. A limited company has been set up under the name of MAXX Hotel GmbH, and a managing director has also been appointed.
Robert Boller will head up MAXX with immediate effect as managing director. He has just completed 18 successful years with IntercityHotel GmbH. During this time, he held General Manager positions in Mannheim, Düsseldorf and Kiel before moving on to the Corporate Office in 2013. His most recent function has been as Senior Director of Operations for IntercityHotel, and he will continue to exercise this task on a transitional basis until the end of the year prior to focusing entirely on his new remit with effect from 1 January 2019.
The brand launch of MAXX by Steigenberger is in line with the group’s strategy of striving for expansion both within its German language domestic base and in the burgeoning international growth markets. MAXX will occupy the upscale segment and thus fill an existing space between the brands Steigenberger Hotels and Resorts (luxury and upper upscale), IntercityHotel (upper mid-scale) and Jaz in the City (lifestyle). Specific negotiations are already underway with a view to announcing initial locations in the very near future. The objective is to conclude five hotel agreements by the end of the year and further growth in the following years.
“MAXX by Steigenberger offers enormous potential for expansion”, said Thomas Willms, CEO, Deutsche Hospitality. “Now that the new brand has been introduced, the emphasis needs to be on creating a good marketing positioning. We have now set out a clear direction of travel by founding the new company and by appointing Robert Boller as Managing Director.”