Luxury car brand Porsche to open a hotel in London

The London site will be one of 15 new Porsche hotels around the world

Updated on 18 October 2021 • Written By Caroline Hendry

Luxury car brand Porsche to open a hotel in London

High-end car brand Porsche has announced that it will open a luxury hotel in London as part of a new partnership between Deutsche Hospitality and the Porsche Design Group.


The two companies are joining forces to launch a new brand called Steigenberger Porsche Design Hotels. There are current plans for more than 15 properties to open across the globe, with London among other glamorous locations such as Singapore, Dubai and Shanghai.

Each hotel is set to feature at least 150 rooms, suites and penthouses, as well as health and beauty facilities and an on-site gym. Each site will also have a flagship restaurant and bar concept, as well as ‘Meet & Greet Cubes’ (although exactly what those consist of has yet to be specified).

The Deutsche Hospitality group currently operates 150 hotels worldwide, but the Porsche London hotel will mark the group’s first entry into the UK market. The company was
acquired by China's Huazhu Group last year.

Marcus Bernhardt, chief executive of Steigenberger Hotels AG/Deutsche Hospitality, said: "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. 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… We have set ourselves the objective of achieving significant worldwide growth by 2027."

Dr Jan Becker, chief executive of Porsche Design Group, added: "Steigenberger Porsche Design Hotels will boast an unusual and exceptional spatial and lighting concept. Innovative rooms and suites will feature a singular design and interior which captures the spirit of the environment. Travellers in search of extraordinary experiences will be able to find Steigenberger Porsche Design Hotels at some of the world's most breathtaking locations."

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