Deutsche Hospitality CEO Puneet Chhatwal accelerates international expansion
Frankfurt, Germany – 29 November 2016
Deutsche Hospitality, former Steigenberger hotel group, develops several new hotel projects in Germany, China, Egypt and in Cap Verde. CEO Puneet Chhatwal transforms the decades-old German hotel group into a global leader. Part of the expansion plans is a human resources campaign to attract top talents for hospitality management positions at locations worldwide.
Deutsche Hospitality has now moved to meet this challenge in an even better way by restructuring its HR marketing in strategic terms. The focus within this process has been on the further development of successful initiatives from past years featuring high-quality advertisements, humorous slogans and training programmes. The core elements involved are recognition, team work, the enjoyment of providing great customer service and the international career opportunities which an expanding hotel group is able to offer. These themes are being presented via such vehicles as the careers website of Deutsche Hospitality. As well as undergoing further development in terms of content, the campaign is also making greater use of digital channels to reach its target audience. The group’s careers website now features a contemporary and responsive design, and Deutsche Hospitality is showcasing itself as an attractive employer on social networks such as Facebook, LinkedIn, Xing and kununu. Roberto Rojas, Director of Human Resources at Deutsche Hospitality, explains the work his team has been doing: “We are building on the successes achieved over the last years by taking an individual look at each hotel brand and its requirements. Aligning ourselves to separate target groups in this way is a modern approach which enables us to position ourselves as an attractive employer within the hotel sector and to imbue the new Deutsche Hospitality umbrella brand with positive emotional energy.” Mr. Rojas also has a piece of advice for all those interested in pursuing a career in the hotel business. “Make a careful study of the various hotel brands and their characteristics. You will then be able to compare them and see which brand is the best fit for you.”
Latest development projects are two new hotels in the Cape Verde archipelago, which will become home to the Steigenberger Hotels and Resorts and Jaz brands. The two hotels will be developed on a single site located at Santa Monica Beach on the island of Boa Vista. The most easterly and third largest of the Cape Verde Islands is becoming an increasingly popular destination with its pleasant year round climate, beautiful beaches and environment – all constitute ideal prerequisites for the tourism development the island is currently undergoing. Santa Monica Beach is in the South of Boa Vista and is considered to be the most attractive on the island. The two new-build hotels will respectively contain around 200 rooms (Jaz) and up to 350 rooms (Steigenberger). Both are scheduled to open by 2020.
Another new hotel of Deutsche Hospitality is the 254-key Hotel Coraya Beach in Marsa Alam in Egypt, since November part of the management group. For it’s business hotel brand InterCity, new development project is planned in Hanover (Germany, 220 rooms, to open in 2019). Latest openings of well designed InterCity hotels – by Matteo Thun – are in Braunschweig (Germany, 174 rooms) and Qingdao (China, 281 rooms).