Deutsche Hospitality accelerates expansion in Middle East

Deutsche Hospitality is building a committed and resourceful team, headed by Nierhaus to manage the envisaged expansion

Siegfried Nierhaus

Siegfried Nierhaus

Dubai Deutsche Hospitality, the leading German hospitality group with five unique hotel brands under its portfolio, has recently announced the appointment of Siegfried Nierhaus as Vice President of the Middle East. With determined and imminent growth plans across the entire region, Deutsche Hospitality is building a committed and resourceful team, headed by Nierhaus to manage the envisaged expansion. The company is poised to expand its footprint in the region by 20 hotels by the end of 2023 in key leisure destinations including Dubai, Abu Dhabi, Ras Al Khaimah, Fujairah, Muscat, Qatar, Salalah, Jeddah and Riyadh.

Siegfried Nierhaus was previously responsible for the strategic regional expansion and opening of the first Steigenberger Hotel and IntercityHotel in the regionUnder his management the group signed agreements for hotel openings in locations including Dubai, Oman, Saudi Arabia and Tunisia. The hospitality expert is now overseeing and executing the company’s new operational strategy and driving additional strategic growth in the Middle East, as part of Deutsche Hospitality’s global expansion plans.

“I am delighted to once again join the Deutsche Hospitality team in the Middle East as the business continues to expand its offering in the region. The Middle East market has proven remarkably robust during the pandemic and continues to pursue ambitious multi-sector growth plans. With the launch of the first federal domestic tourism campaign boosting the country’s domestic tourism strategy and visa reforms coupled with the robust national vaccination programme this is an ideal time for regional expansion. Deutsche Hospitality in Dubai has a formidable team with extensive Middle Eastern experience and credentials, I am glad to be back with DH family and be a part of such a dynamic organization which is driven by the values of passion, perfection, care and tradition, and our vision to be the best local hoteliers in the world," Siegfried added. 

The group’s robust global expansion plan spans across the brand portfolio including Steigenberger Hotels & Resorts, MAXX by Steigenberger, Jaz in the City, IntercityHotel and Zleep Hotels. Deutsche Hospitality is aiming to grow its overall portfolio from 120 to 700 properties by 2025. Part of its UAE growth plan includes the brand entry of a Jaz in the City hotel in Dubai set to open in 2024. A perfect brand for a vibrant city like Dubai, the property is set to reflect the metropolitan lifestyle and draw upon the local music and cultural scene.

“Our strong momentum in business development and pipeline of new openings this year will continue and the Middle East is a vital market for us. We’re introducing new brands and innovative concepts; and are putting together a highly-skilled development team to pioneer our expansion, setting a firm foundation for our future growth.” Siegfried added.

Following the recent acquisition by Huazhu Group in 2019 one of the most successful hotel companies worldwide, Deutsche Hospitality has undergone many organizational changes at the operating company. Most notably, in November 2020, Steigenberger Hotels AG appointed Marcus Bernhardt as CEO of Steigenberger Hotels AG/Deutsche Hospitality. Marcus Bernhardt has held various leadership positions and has also worked for Steigenberger Hotels AG before, having performed the roles of Executive Vice President of Steigenberger Hotels & Resorts and Group Chief Commercial Officer. He was also associated with Gulf Air, Bahrain as the Executive Vice President and member of the board.

Renowned for providing international hospitality of the highest professional level combining the finest of German hotelier passion, Deutsche Hospitality is currently present in the Middle East with 14 Steigenberger Hotels & Resorts in Egypt and four IntercityHotel hotels in Dubai, Oman and Saudi Arabia. 

Anticipated openings in the Middle East by 2022 include:

  • Q4 2021 - IntercityHotel (Dubai)
  • Q3 2021 - Steigenberger Hotel (Doha, Qatar)
  • Q4 2021- IntercityHotel Muscat (Oman)
  • Q1 2024-Jaz in the City (Dubai, UAE) 

Current press information is available in our press portal. 

Deutsche Hospitality brings together five separate hotel brands under a single umbrella. Steigenberger Hotels & Resorts has 60 hotels housed in historic traditional buildings and lively city residences and also offers health and beauty oases set at the very heart of nature. MAXX by Steigenberger is a new and charismatic concept which places the focus on the essential in accordance with its motto “MAXXimize your stay”. Jaz in the City branded hotels reflect metropolitan lifestyle and draw upon the local music and cultural scene. IntercityHotel offers more than 40 upper mid-range urban hotels, all of which are located within easy walking distance of railway stations or airports. And Zleep Hotels – a well-known and successful hotel brand in Scandinavia which offer service and design at a great rate for the many. The portfolio of Deutsche Hospitality currently includes almost 160 hotels on three continents 40 of which are in the pipeline. 

Press contact  
Isha Raj

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