Deutsche Hospitality unveils new House of Beats brand

by | 15 Sep 2021 | Chains, News

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.

Related Articles

Hilton steadily adds to pipeline

Hilton steadily adds to pipeline

Photo of Hilton Worldwide headquarters in McLean, Virginia, USA, by Altercari on Wikimedia Commons. Hilton Worldwide has recorded modest pipeline growth, with a quarter on quarter increase of 30 projects. At the end of Q3 2022, the hotel group had more than 2,810...

Adagio appoints COO to lead renovation strategy

Adagio appoints COO to lead renovation strategy

Accor aparthotel brand Adagio has chosen a new chief operating officer and member of its management committee. Jean-Marc Schnell will take on the role to capitalise on the brand’s strong growth in activity. Renovation mission Schnell aims to use his experience as a...

Mandarin Oriental initiates Kuwaiti entry

Mandarin Oriental initiates Kuwaiti entry

Mandarin Oriental Hotel Group is to manage its first luxury hotel in Kuwait, projected to open in 2028. The hotel will be located in the heart of the financial district of Kuwait City and is designed to bring a new standard of luxury and elegance to the destination....

Minor introduces Avani to the Maldives

Minor introduces Avani to the Maldives

Minor Hotels’ Avani brand will make its Maldives debut in early Q2 2023 with a new development on the Baa Atoll UNESCO Biosphere Reserve. Avani+ Fares Maldives Resort will be the Minor group’s sixth property in the country. Private island luxury The private island...

The new WET System e OUT System collections 2022

The new WET System e OUT System collections 2022

New atmospheres to enhance indoor damp environments and outdoor urban façades. 20 new graphics for the WET System 2022 collection, which revolves around two moodboards, SMALLVILLE vs GOTHAM: the meeting-contrast of two heros, Superman and Batman, manifestos of two...

Hyatt hikes global pipeline

Hyatt hikes global pipeline

Pictured: rendering of the forthcoming Park Hyatt Marrakech. US-headquartered Hyatt Hotels Corporation has upped its pipeline total for the first time this year. While in both Q1 and Q2 2022 the group’s upcoming room count numbered 113,000 rooms, for Q3 this increased...

ABOUT THE CHAIN

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 2019.

Pin It on Pinterest