Deutsche Hospitality has developed a new hotel brand ‘House of Beats’ aimed at guests who feel at home on and in front of the catwalks and stages of this world. The first House of Beats hotels are being created in Hamburg and Milan, and more locations in other global metropolises are also at the planning stage.

“Fashion, music and art are the elements which combine to form House of Beats,” said Marcus Bernhardt, CEO of Deutsche Hospitality. “These ingredients fuse with our passion as hoteliers to be the best hosts and generate a truly unique hotel experience. The brand fills a gap in the market. It speaks to lifestyle-oriented people who expect more from a hotel brand than the market usually offers and provides a home for cosmopolitan travellers who are interested in arts & culture and fascinated by fashion. House of Beats turns the hotel into a catwalk.”

As well as seeking to put its own catwalks in place, House of Beats also includes a gastronomic concept called “The Beast”, which appeals to vegetarians and meat lovers alike.

The main focus is, however, on the digital guest journey merging the physical and digital experience. “The Beast” is entirely centred on freshness and sustainability. No preservatives or colourants are used, and certain key products such as honey serve as the basis for all dishes. Everything is digital except the food. This goes for the menus, the music, the room keys and the library. Guests are networked at all times – prior to, during and after their arrival.

House of Beats represents an expansion of Deutsche Hospitality’s high-end portfolio. It forms part of the group’s Upscale Segment alongside its sister brand Jaz in the City, which sets out to inspire music enthusiasts. Steigenberger Hotel & Resorts also occupy the same category. Steigenberger Icons are positioned in the Luxury Segment. In July this year, Deutsche Hospitality joined forces with Porsche Design to launch the Steigenberger Porsche Design Hotels with the aim of making a mark in the Luxury Lifestyle Segment.

“Our objective is to grow to become one of Europe’s leading hotel brands by 2026,” Bernhardt added. “The new brand is an important strategic move which will attract a new target group in the long term. It also takes full account of the enhanced guest requirements with regard to locality, individuality and hotel stays which deliver a characteristic experience.”