Siegfried Nierhaus has a tough job to tackle as the German luxury hotel operator, Deutsche Hospitality, makes ready with its plans to expose its entire brand portfolio in key cities across the Middle East and North Africa.
Since Nierhaus took over as VP, the operator has expanded to new markets in the region, such as the UAE, Oman, and Tunisia. In July 2016, Deutsche opened the first IntercityHotel in the MENA region in Salalah, Oman, followed by two properties in Sousse, Tunisia, in April 2017 — the Steigenberger Kantaoui Bay and the Jaz Tour Khalef.
The German operator has six-hotel openings in the pipeline and Nierhaus is positive that the opening of the first Steigenberger and IntercityHotel properties in the Middle East will allow the company to establish the 87-year-old German brand, creating a basis for the further international expansion of Deutsche Hospitality in this part of the world.
In the two and half years since Nierhaus came on board, Deutsche opened its regional offices in Dubai, and has signed contracts for the first 10 Deutsche Hospitality properties in the Middle East and North Africa, including the four hotels that are currently operating.