Deutsche Hospitality invests in professional potential with its own hotel management school

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The Steigenberger Academy in Bad Reichenhall will now be part of Deutsche Hospitality — Photo by Image source: Steigenberger Akademie

The Steigenberger Academy offers initial and continuing education programs for all career levels as well as bachelor’s degrees in hotel management and tourism management as a complementary degree program — Photo by Image source: Steigenberger Akademie

The Steigenberger Academy is back in the DH Family, and Deutsche Hospitality thus becomes the only hotel group in Europe to have its own state-recognized place for initial and continuing training. Ulrich Bensel, CHRO of Deutsche Hospitality, will become Managing Director of the Steigenberger Academy. Responsibility for day-to-day management will fall to Bettina Wolf. Deutsche Hospitality has taken over the Steigenberger Academy in-house with the aim of countering the shortage of skilled workers in the sector and offering even more attractive continuing education opportunities to its approximately 11,000 employees. Located in Bad Reichenhall, the academy boasts a proud tradition that dates back over 70 years. It was part of Steigenberger Hotels AG during the period from 1972 to 2011.

“The reintegration of the Steigenberger Academy means that a place of training steeped in tradition is coming back into the hands of Deutsche Hospitality,” said Marcus Bernhardt, CEO of Deutsche Hospitality. “The proven quality of the training provided at the academy and the IT infrastructure of our shareholder Huazhu form a combination that will allow us to design a modern and hybrid training and development environment. Staff training and continuing education is an important strategic objective that contributes crucially to the success of the company.

Ulrich Bensel, CHRO of Deutsche Hospitality and now Managing Director of the Steigenberger Academy, continued: “Pupils and students benefit from a friendly environment in which it is easy to access all facilities. This culture then opens the door to a very varied world of work within the eight hotel brands of Deutsche Hospitality. State-recognized courses and programs are taught by experienced specialists to ensure precisely tailored solutions are developed. We will also continue our collaboration with existing partners in the education and training sector, such as the International University of Applied Sciences. Our goal is to constantly adapt the educational offer of the academy to the current requirements of our industry. We will also seek constant expansion.

The Steigenberger Academy is a state-recognized vocational school and hotel management school. Since its establishment in 1948, it has been one of the leading establishments of this type in Germany. A wide range of initial and continuing education programs are available for all career levels. The academy also offers bachelor’s degrees in hotel management and tourism management as a complementary degree program which is delivered in conjunction with the distance learning modalities of the International University of Applied Sciences. Modern and generously proportioned teaching rooms are available on the Bad Reichenhall campus to prepare trainees and students for the professional demands ahead. Those who take programs and courses at the Steigenberger Academy are fully equipped to pursue a career in the hospitality industry. Notable alumni include Eva Maria Rühle, vice president of the Baden-Württemberg branch of the German Hotel and Restaurant Association (DEHOGA) and managing director of the Reha-Klinik Schwäbische Alb in Bad Urach, Gregor Lemke, director general manager of Augustiner Klosterwirt GmbH and long-time board member of the alumni association, Emanuel Grosch, general manager of the Anantara Lawana Koh Samui Resort as well as Markus Fränkle, general manager of the hotel Der Blaue Reiter GmbH & Co. KG.

About Deutsche Hospitality

Vision, passion and cosmopolitanism. Deutsche Hospitality offers a perfect customer experience. Tradition and a look to the future come together in an inimitable portfolio of eight brands operating in more than 160 hotels worldwide. “Celebrating luxurious simplicity.” : The Steigenberger Icons are extraordinary luxury hotels that combine historical uniqueness with modern concepts. The Steigenberger Porsche Design Hotels brand generates innovative impulses in the Luxury Lifestyle segment. Steigenberger Hotels & Resorts represents the epitome of high-end hospitality on three continents. Jaz in the City”s Lifestyle Hotels sets the pace in the upscale sector. House of Beats unites a passion for hospitality with a fascination with lifestyle, fashion and music. IntercityHotel is located in the very heart from any destination and offers a true home of comfort and mobility in the midscale segment.MAXX by Deutsche Hospitality is a charismatic conversion brand that also positions itself in the midscale segment of the market.Zleep hotels offer a smart marriage of design and functionality in the economy segment. All these brands are unified under H-Rewards, Deutsche Hospitality’s loyalty program that offers benefits from the first booking. The vision is clear. In collaboration with its shareholder Huazhu, Deutsche Hospitality aims to become one of the European leaders in the hotel industry.

Sven Hirschler
+49 696 656 4422
German Hospitality

Education and Professional DevelopmentHotel Schools | UniversitiesGermany

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