Middle East to play ‘major part’ in Deutsche Hospitality expansion
Deutsche Hospitality is aiming to grow its global portfolio from 150 to 250 properties by 2024.
Deutsche Hospitality has revealed that the Middle East will play a “major part” in its growth plans after telling Hotelier Middle East that it will almost double its global portfolio by 2024.
The group is adding 100 new properties to its portfolio within the next four years, specifically in the Middle East and Europe.
The group also revealed expansion plans outside of the UAE, with openings in Oman and Saudi Arabia in the next year.
Speaking at the Arabian Travel Market show at Dubai’s World Trade Centre, Deutsche Hospitality also signed its first Jaz in the City hotel in Deira, Dubai, which is set to open in 2022.
Jaz in the City Dubai will be located within the Deira Enrichment Project under development by Ithra Dubai.
The Jaz in the City property is a music-themed concept that will feature live DJ sets, live acts and a Jaz Radio Stream, as well as a recording studio.
The hotel will comprise 253 guest rooms in total. There will be 234 ‘Intune’ rooms (standard), 13 ‘bass’ rooms (junior suites) and six ‘offbeat’ rooms (one-bedroom suites).
It will also encompass a range of F&B offerings such as the Soul Food Restaurant, Grill Bar & Restaurant, Hotspot Pool Bar and Jaz’z’ Roof Bar, as well as an all-day dining outlet and Lobby Café.
Deutsche Hospitality is currently present in the Middle East with two Steigenberger and five IntercityHotel hotels.
The hotel is targeting millennials, according to Deutsche Hospitality’s CEO Thomas Willms, who told Hotelier Middle East that they will continue to grow internationally and focus key efforts on the Middle East region.
“With the Evolution Steigenberger, we are laying the founding stone for further growth of the brand,” said Willms. “We want to evolve with the existing hotels and this year, together with our partners, invest over 120 million Euros in a number of hotels in European cities. At the same time, we will continue to grow internationally and focus key efforts on the Middle East region.”