Steigenberger on track for the future: International expansion and optimised structures
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Steigenberger on track for the future: International expansion and optimised structures
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Category: Worldwide - Industry economy -
Hotel projects
This is a press release selected by our editorial committee and published online for free on 2010-12-02
Arco Buijs, who became the new CEO of Steigenberger Hotels AG in July 2010, presented the strategic reorientation of the company at a press conference in Frankfurt on 30th November 2010. The main aim, alongside an increase in profitability, is accelerated international growth for the Frankfurt-based hotel company.
"Steigenberger Hotels and Resorts and InterCityHotels need to be the fastest growing brands in the luxury and midrange segments in Germany, Austria and Switzerland", explained Arco Buijs, CEO of Steigenberger Hotels AG. In future there should be no gaps in these three core markets, and the internationally experienced hotel manager also sees enormous potential for global development. By 2013 twelve new hotels are planned for Germany, Austria and Switzerland alone, including two four-star superior hotels in Bremen and at the new capital city airport, Berlin Brandenburg International, as well as two Grandhotels, in Leipzig and on the Baltic Sea island of Usedom. Arco Buijs sees 15 new contracts per year as a realistic goal. The focus will be on European cities and airports plus popular international destinations.
The basis for long-term growth, according to Buijs, lies in the reorganisation of the company with a strong focus on sales and expansion. He has already laid the foundations for this development. An extended management team will support Arco Buijs in the reorientation of the company.
On 1st January 2011 Dirk Führer will take up the role of Chief Commercial Officer for the Steigenberger Hotel Group. His responsibilities will include the reorganisation of the Steigenberger Sales and Marketing division, the intensification of E-commerce and a sharpening of the brand profiles. From 1st February 2011 Lars Schmid will become Director of Procurement, responsible for managing the Steigenberger purchasing company.
New sales structure
One key strategic component is the introduction of a new sales structure for the Steigenberger Hotel Group. The international Sales and Marketing division will be strengthened by the addition of four Global Sales Agencies. In addition, regional sales will be expanded with sales offices in Hamburg, Berlin, Frankfurt, Düsseldorf, Stuttgart and Munich. There will also be dedicated specialist sales teams for the areas of Leisure, Consortia and Airport Sales. Finally, a Telesales team will be put in place.
Around 100 million Euros invested by 2014
Increased profitability is a declared goal of the Steigenberger strategy. This will be achieved not just through optimised processes and structures and an accelerated expansion programme but also through investments in the existing hotels, which will lead to greater customer loyalty and higher rates in the long-term. Thus, for example, the Steigenberger Hotels in Düsseldorf and Stuttgart are currently undergoing comprehensive renovation work to the tune of approx. 30 million Euros. From the start of 2011, a further 20 million Euros will be spent on the company's flagship hotel, the Steigenberger Frankfurter Hof. Along with its partners Steigenberger Hotels AG is investing around 100 million Euros in Steigenberger Hotels and Resorts and InterCityHotels until 2014.
"We are facing up to the challenges of international competition and creating the conditions that will enable us to play a competitive role in the market in the long term", claims CEO Arco Buijs.
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