Steigenberger and Porsche Design in Hotels

Functional design and a unique brand experience are about to merge at the very highest level. Dr Jan Becker (CEO Porsche Design Group) and Marcus Bernhardt (CEO Steigenberger Hotels AG/Deutsche Hospitality) met at the Steigenberger Icon Hotel Frankfurter Hof to sign an agreement that weds the creation of a joint hotel brand.


Porsche Hotel Brand for Leading Cities around the World


The intention is that Steigenberger Porsche Design Hotels will open in several world cities in the future, with the unique concept positioned in the luxury lifestyle segment. The collaboration represents a significant step for both companies. “Steigenberger Hotels & Resorts and Porsche Design share common values,” explains Dr Jan Becker. “We demand the highest standards of quality and exclusive design and strive for continuous development. Together we want to offer our guests a completely new hotel experience.”


Porsche Design Group and Steigenberger hotels

Porsche Design Group and Steigenberger hotels


“Our two companies unite the very best of both worlds,” adds Marcus Bernhardt. “Porsche Design brings a unique design philosophy to the partnership.


There is scarcely any company in the hotel business other than Steigenberger Hotels with so much quality, service and passion. With these strengths, we create a new and exciting product that will encourage people to rediscover the hotel sector.”


Porsche Drive into Hospitality


In 1963, Professor Ferdinand Alexander Porsche created one of the most iconic design objects in contemporary history: the Porsche 911. Following his vision to take the principles and myth of Porsche beyond the automotive world, he created the exclusive lifestyle brand Porsche Design in 1972. His philosophy and design language can still be seen in all Porsche Design products today. In 1930, Albert Steigenberger opened the Europäischer Hof in Baden-Baden – a hotel that would lead to the establishment of Steigenberger Hotels AG. Now, 160 hotels operate under the name across three continents. Deutsche Hospitality has formed part of the Huazhu Group – one of the largest hotel groups in the world – since 2020. The company’s portfolio extends to more than 7,000 places to stay, and its H Rewards Bonus Programme has more than 174 million members.