Company Culture

Adapting our company culture, remaining hoteliers at heart.

Culture Change

We live in an increasingly fast-paced world. People are more connected and more mobile than ever. While our environment is rapidly changing, we all hold on to values such as respect, reliability and mutual esteem.

We aim to unite these opposites by adapting our culture: We merge technical transformation with the desire for well-being – and make our guests feel at home on the go. To us, that’s where the future of the hotel business lies.

Our Umbrella Brand

"An internationally growing company based on tradition": This is how we’ve positioned ourselves. Our umbrella brand, Deutsche Hospitality, represents our values. It reflects the change in corporate and leadership culture, that we’ve been driving over the past few years. A change 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 combine eight unique hotel brands under our umbrella brand. That way, each can stay true to their roots and individual focus – while together we meet the complex requirements of forward-looking hotel concepts.

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