The Frankfurt-headquartered hospitality group has announced the launch of House of Beats, an upscale lifestyle hotel brand focusing on fashion, music and art.
The first House of Beats hotels are now being created in Hamburg and Milan, with more locations in other global metropolises also in the planning stage.
Drawing inspiration from Karl Lagerfeld
German fashion icon Karl Lagerfeld famously once said: “I’m very much down to earth. Just not to this earth.” Over the past few months, Deutsche Hospitality has kept this quote in mind while developing a new hotel brand for guests who are drawn to the catwalk or stage – House of Beats.
“Fashion, music and art are the elements which combine to form House of Beats,” said Marcus Bernhardt, CEO of Deutsche Hospitality. “These ingredients fuse with our passion as hoteliers to be the best hosts and generate a truly unique hotel experience.
“House of Beats fills a gap in the market. It speaks to lifestyle-oriented people who expect more from a hotel brand than the market usually offers and provides a home for cosmopolitan travellers who are interested in arts and culture and fascinated by fashion. House of Beats turns the hotel into a catwalk.”
A digital guest journey
Among the distinguishing features of these lifestyle hotels will be a new culinary concept called The Beast, appealing to both vegetarians and meat eaters while focusing on freshness and sustainability. The menus here will be devoid of preservatives or colourants, with key products such as honey serving as the basis for all dishes.
Another defining characteristic will be the focus on providing a digital guest journey, from the restaurant menus and music offering to the room keys and library. Guests will be networked before, during and after their stay.
“Our objective is to grow to become one of Europe’s leading hotel brands by 2026,” explained Bernhardt. “House of Beats is an important strategic move which will attract a new target group in the long term. It also takes full account of the enhanced guest requirements with regard to locality, individuality and hotel stays which deliver a characteristic experience.”
This new hotel brand signifies the expansion of the group’s upscale portfolio, which also includes Jaz in the City and Steigenberger Hotel & Resorts.
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The unique and varied Deutsche Hospitality portfolio includes the Steigenberger Hotels & Resorts, Jaz in the City and IntercityHotels brands. Deutsche Hospitality was acquired by Chinese hotel operator and franchisor Huazhu Group in January 2020.
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