Deutsche Hospitality CEO Marcus Bernhardt discusses the new Steigenberger Porsche Design Hotels brand

Porsche could soon have their name on the side of a hotel in Dubai. Following the launch of Steigenberger Porsche Design Hotels in July, we caught up with Deutsche Hospitality CEO Marcus Bernhardt.

Steigenberger is hotel group’s flagship brand, and Bernhardt says the two companies are already eyeing Middle East markets for their modern hotel brand.

He said: “Our latest announcement was the collaboration with Porsche Design and we’re already looking into that for Dubai, Abu Dhabi, Qatar… Really these are the areas.

“The feedback has been tremendous so far, even from Porsche drivers. They think it’s great. We’re seeing guests head in a new direction, lifestyle is more important than ever. Traditional hotels are good, but the digital natives want somewhere else.”

Porsche Design is known for its range of high-end luggage, timepieces, electronics, eyewear and clothing, which are inspired by sports cars. The new hotel brand will follow the same standards of luxury and craftsmanship.

So how does Porsche’s automotive craftsmanship translate over to hotels exactly? The CEO explained: “We have joined forces and we’ve gained access to Porsche’s high level of product development. We will make sure any of these hotels will have the highest levels of quality. The quality of the product will be equal to that seen in Porsche cars, not only in terms of materials used but also the technology being deployed. We’re really going a step ahead on this, they’ll be fancy hotels certainly but also elegant.

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