As Deutsche Hospitality launches its fourth brand, Maxx by Steigenberger, CEO Thomas Willms discussed how that brand will fit into the company’s portfolio, why trains are the best mode of transportation in Europe and what lessons he learned at Starwood Hotels & Resorts Worldwide.
CEO Thomas Willms said the new brand is a conversion-friendly upscale brand that will see its first signed hotel by the end of 2018.
Having spent a good part of 10 years at Starwood Hotels & Resorts Worldwide—now part of Marriott International—Willms wasted no time adding to Deutsche Hospitality’s brand portfolio following the decision by his predecessor Puneet Chhatwal to create the umbrella firm.
Willms said Deutsche Hospitality’s brand structure gives the company more opportunities for brand growth.
“Under that umbrella we can build our house of brands,” Willms said. “We believe in a brand consistency and our ability … and under the umbrella we can create new brands under that roof.”
Please see the entire video for more insight into Deutsche’s new direction.