Deutsche Hospitality is restructuring its brand portfolio. In future, the traditional Steigenberger Hotels & Resorts brand and the lifestyle brand Jaz in the City will be combined to form the new "Upscale" Segment. As a result, it will be possible to exploit joint synergies in different areas, such as HR, IT and Commercial, and thus become even more attractive for partners and guests.
As part of this new segment structure, Erwin M. Bruyn was appointed to the newly created position of Country Manager Upscale Brands Netherlands with effect from 1 April 2021. As well as continuing in his role as General Manager of the Steigenberger Airport Hotel Amsterdam, Mr. Bruyn will now take charge of all Upscale hotels in the Netherlands. Erwin M. Bruyn will report to Denis Hüttig, who is heads the Upscale Segment in his capacity as President Steigenberger Business & Resorts, Jaz in the City.
"Erwin M. Bruyn is an excellent hotel manager who is a perfect fit for the position of Country Manager Upscale Brands Netherlands," stated Denis Hüttig, Vice President Steigenberger Business & Resorts, Jaz in the City. "His many years of experience and his comprehensive knowledge of the sector will enable him to strengthen our presence on the Dutch market and to achieve the best possible placement. Erwin M. Bruyn will enable us to continue the success stories of the Steigenberger Airport Hotel in Amsterdam and of the Jaz in the City Amsterdam and will help us drive forward our expansion plans in the Netherlands."
Mr. Bruyn began his career at Deutsche Hospitality in 2007, when he took over as General Manager of the Steigenberger Kurhaushotel Scheveningen. He moved to the Steigenberger Airport Hotel Amsterdam to become General Manager in July 2013. As Area General Manager, he has also been responsible for the Steigenberger Hotel Dortmund and the Steigenberger Hotel Cologne since January 2014. Prior to joining Deutsche Hospitality, Mr. Bruyn also acted as a General Manager for companies including Novotel and Dorint.
By restructuring its brand portfolio, Deutsche Hospitality will from now on divide its brands Steigenberger Icons, Steigenberger Hotels & Resorts, Jaz in the City, MAXX by Steigenberger and Zleep Hotels into the segments Luxury, Upscale, Midscale and Economy. The new brand structure will enable the integration of new brands and thus create the basis for the international expansion of Deutsche Hospitality.