Company Culture

Evolving, refining, and adapting our company culture, while remaining hoteliers at heart.

Culture Change

We live in an increasingly fast-paced world. People are more connected and more mobile than ever before. In this rapidly changing environment, we stay centered by affirming values such as respect, reliability, and mutual esteem.

We aim to reconcile these countervailing forces by adapting and further developing our culture: We blend technical transformation with the desire for well-being – to make our guests feel at home on the go. Because we believe that this gets to the heart what the successful hotel business of the future is all about.

Our Umbrella Brand

"A company steeped in tradition with a growing global presence": This is how we have positioned ourselves. Our umbrella brand, Deutsche Hospitality, stands for our values. It reflects the transformation of corporate and leadership culture that we have been pursuing over the past few years. A transformation that allows us to remain excellent hosts – yet evolve as an employer, attracting and inspiring people around the globe.

Steigenberger Hotel München - exterior view

Our Hotel Brands

Steigenberger Icons, Steigenberger Porsche Design Hotels, Steigenberger Hotels & Resorts, House of Beats, MAXX by Deutsche Hospitality, Jaz in the City, IntercityHotel and Zleep Hotels: We unite eight unique hotel brands under our umbrella banner. This makes it possible for each brand to stay true to its roots and individual focus – while together we are poised and ready to meet all the complex challenges facing forward-looking hotel strategies.

Jaz in the City Vienna, Austria - room

More About Us

Learn how our culture is reflected in our heritage and strategy.

Heritage at Deutsche Hospitality. Entry of a Steigenberger hotel


The richness of our history is our engine for the future. It sets the direction for all our developments and innovations. Find out more about the beginnings of Deutsche Hospitality – and where we envision our path to lead us.


Close-up of two men discussing a document.


We want to become one of the leading hotel brands in Europe. Find out what our next steps towards our goal are – and discover how we plan to accomplish our mission and fulfill our vision.



Get in touch with us if you have any questions about our culture and our transformation process.

Contact us
Portrait of Ulrich Bensel

Ulrich Bensel

Chief Human Resources Officer

+496966564-460 send request