German hotel chain targets DACH expansion

Pictured: Aspire Elements Reutlingen. Imagery © Tobias Fröhner.
German headquartered hotel developer and operator Aspire Hotel Group is planning to open 20 high end sites across the DACH countries (Germany, Austria and Switzerland) by 2027.

The firm’s next phase of growth and innovation will also encompass diversifying its hotel portfolio.

This ambitious course will require Aspire to redesign its hotel operations, focus on innovative technologies and a clear sustainability strategy to create a completely new guest experience.

Boutique boost

Under the established Aspire brand, the company will open 10 boutique hotels in tier one, two and three cities in the DACH region. These properties are designed to give guests a feeling of a ‘second home’.

With a unique location, thoughtfully designed accommodation and a welcoming atmosphere, these hotels will aim to offer a special ambience. In addition, innovative technologies will be implemented to elevate the guest experience and operational processes.

First class franchising

Aspire also plans to develop a comprehensive portfolio of franchise hotels in metropolitan regions of the DACH nations, with each hotel offering up to 400 rooms. By 2027, a total of 10 new franchise hotels in first class city centre locations are expected to  expand the portfolio. These hotels will feature a range of amenities and tailored services designed to fully meet the needs of both business and leisure travellers.

The hotel portfolio’s strategic diversification underlines Aspire’s commitment to providing first class accommodation in different cities and regions. This expansion should allow the company to consolidate its position as a major player in the hotel industry while focusing on guests’ diverse needs and expectations.

Superior commitment

Andreas Erben, MD of Aspire Hotel Group, commented: “Our hotels should offer guests in the DACH region a second home today and in the future. We believe our commitment to superior service and a warm atmosphere will help create unforgettable stays. Digitalisation will also help us to sustainably reduce our costs.”

Already in the pipeline for the company is the 60-key Aspire Palais Recklinghausen, overhauling the former City Hotel Recklinghausen in northwestern Germany for reopening in Q1 2024.