Adding to Deutsche Hospitality’s upscale offerings, the new MAXX by Steigenberger brand aims to “MAXXimize your stay.” Intended to complement the company’s existing portfolio, MAXX by Steigenberger will sit between the luxury Steigenberger Hotels & Resorts, the upper mid-scale IntercityHotel properties and the lifestyle-focused Jax in the City concept.
The MAXX brand focuses on city-center locations and practical, design-conscious hotels that deliver a distinctive guest experience without unnecessary excess. Each property will showcase its own architectural expression and local details so hotels feel rooted in their surroundings. At the same time, several consistent features will create a familiar and dependable stay across the brand.
Foremost among those consistent elements is a commitment to comfort. Guests can expect exceptionally comfortable beds designed to support a restorative night’s sleep, paired with thoughtful in-room amenities. Mornings will be highlighted by the signature Steigenberger breakfast service, which emphasizes variety, freshness and quality to suit both business travellers and leisure guests.
Coffee plays a central role in the arrival and breakfast experience. The branded MAXX Coffee Ritual is built around approachable specialty coffee, served in ways that fit guests’ schedules—whether they want a quick takeaway on the way to a meeting or a relaxed cup in a lobby lounge. The ritual aims to be more than a beverage; it’s an everyday hospitality touchpoint that helps create a welcoming atmosphere throughout the day.
Design and functionality are balanced throughout the MAXX concept. Public areas are planned to be flexible, with seating arrangements and service points that support work, socialising and informal meetings. Guest rooms will prioritise efficient layouts, quality finishes and reliable technology—fast Wi‑Fi, convenient charging solutions and smart lighting controls—so business travellers and modern tourists alike can stay productive and comfortable.
Service philosophy for MAXX properties will reflect a contemporary, warm approach. Staff will be trained to deliver helpful, unobtrusive service that anticipates common needs while allowing guests privacy and autonomy. This service model aims to create an environment where stays feel smooth and effortless, from speedy check-in options to attentive but low-key housekeeping.
From a brand positioning perspective, MAXX by Steigenberger is designed to attract guests seeking a dependable, well-appointed city hotel without the premium positioning of full luxury brands. It targets travellers who value design, comfort and practical amenities, as well as local guests looking for a comfortable setting to meet, dine or relax.
Deutsche Hospitality has indicated that opening locations for the MAXX hotels will be announced soon. Initial plans prioritise prominent urban sites that offer strong access to business districts, cultural attractions and public transport. By concentrating on these areas, the brand intends to deliver convenient stays that support both short city breaks and longer business trips.
In short, MAXX by Steigenberger represents a strategic addition to Deutsche Hospitality’s lineup: a city-focused brand that combines individual architectural character with consistent comfort, a reliable breakfast offering and a signature coffee experience. Those elements together aim to maximise the everyday hotel stay—providing guests with a welcoming place that is both simple and satisfying.