Porsche Design Is Getting Into the Luxury Hotel Business

The new hotel brand is looking to open 15 locations in cities like London, Singapore, Dubai and Shanghai

A rendering of the reception area in a new hotel from Steigenberger Porsche Design Hotels, a new hotel brand in the luxury lifestyle segment
Soon you could drive your Porsche 911 with your Porsche Design luggage to a Porsche Design hotel.
Deutsche Hospitality

As you make plans to travel the world again, Porsche Design has all the luggage you need for your trip. But soon the subsidiary of Porsche AG, the German automaker, will be able to offer you something even better: accommodations. 

This summer, Porsche Design announced it was partnering with Steigenberger Hotels & Resorts to create a new hotel brand in the luxury lifestyle space: Steigenberger Porsche Design Hotels. This month, Deutsche Hospitality, Steigenberger’s parent company, announced more details of the rollout: “The first planning stage involves the establishment of up to 15 hotels in global metropolises such as London, Singapore, Dubai and Shanghai.”

Porsche Design is known for its various luxury goods, from watches to speakers that integrate exhaust pipes from the 911 GT3, but it has dabbled in buildings before. In 2017, the Porsche Design Tower Miami, a luxury residential building, opened in Florida featuring newfangled car elevators that brought vehicles into individual apartments, but that was more of a branding opportunity for Porsche than a design partnership. It appears this new hotel endeavor will be more of a collaboration.

“Steigenberger Porsche Design Hotels creates a brand which marries the design philosophy and values of the exclusive Porsche Design brand with the hospitality and service quality of a Steigenberger hotel,” Marcus Bernhardt, CEO of Steigenberger Hotels AG/Deutsche Hospitality, said in a press release. “Our joint goal is to establish a new hotel product for a global target group which seeks uniqueness and which has the highest aspirations regarding quality.”

While the news today simply states that investor interest is supposedly “considerable,” rather than laying out concrete plans, there are a few details about what these hotels will include: at least 150 rooms, suites and penthouses each, as well as expected amenities like restaurants, bars, health and beauty facilities, and gyms. 

The Steigenberger portfolio currently consists of hotels in 11 countries, including the most affordable 5-star hotel in Africa.

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