Porsche and Deutsche Hospitality reveal plans for London hotel

Deutsche Hospitality and the Porsche Design Group are joining forces to launch the Steigenberger Porsche Design Hotels brand, with at least 15 properties on the cards, including in London, Singapore, Dubai and Shanghai.

The group said investor interest was “considerable” for the luxury lifestyle brand, which will be a joint venture between Porsche Design Group, founded by the car designer of the same name which will oversee the exterior and interior architecture of the projects, and Deutsche Hospitality, the umbrella group of German hotel company Steigenberger.

The hotels will have at least 150 rooms, suites, and penthouses; and will each have a restaurant and bar concept, ‘Meet&Greet cubes’, health and beauty facilities and a gym extending over a minimum area of 1,000 square metres.

Marcus Bernhardt, chief executive of Steigenberger Hotels AG/Deutsche Hospitality, said: “Steigenberger Porsche Design Hotels creates a brand which marries the design philosophy and values of the exclusive Porsche Design brand with the hospitality and service quality of a Steigenberger hotel. 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."

Dr Jan Becker, chief executive of Porsche Design Group, added: “Steigenberger Porsche Design Hotels will boast an unusual and exceptional spatial and lighting concept. 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 breathtaking locations.”

It will mark the first entry into the UK market for Deutsche Hospitality, which has 150 hotels worldwide and was acquired by China’s Huazhu Group last year.

Deutsche Hospitality/Steigenberger has been anticipated to enter the UK market for years. The Caterer reported in 2011 the company was looking to bring both its five-star Steigenberger Hotels and Resorts brand and its mid-range IntercityHotels brand to the UK, however those properties never materialised. Steigenberger was also expected to operate the Great Scotland Yard hotel in London, however dropped out of the scheme before the property opened.