Repositioning as AMERON Collection: Althoff Group sharpens the profile of the high-growth brand
Steady growth: Since its relaunch in 2018, the portfolio of the AMERON Group under the umbrella of Althoff Hotels, which also includes the Althoff Collection and Urban Loft brands, has a cautious but steady growth are pleased. AMERON currently includes ten houses in Germany and in Switzerland, whereby a Further expansion planned .
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Against this backdrop, the Group recently announced that it will sharpen the profile of the brand and these position itself in the market as the AMERON Collection in the future to want - analogous to the Althoff COLLECTION. CEO Frank Marrenbach explains: "The Althoff story began with the Hotel Regent International in Cologne, and in 2009 this hotel laid the foundation for the AMERON brand. In it, Thomas Althoff collected hotels with strong character in exceptional locations, which are linked by individual architecture and original design as well as a love of good food. This is where elegance meets urbanity. With a great deal of passion for the extraordinary, a remarkable collection has been created and with the renaming we are emphasizing the individuality of each location."
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AMERON includes, among others, the only Hotel in Hamburg's historic warehouse district with a coffee exchange steeped in history as a highlight for events, a traditional hotel brought back to life in a modern Art Deco style in a prime location on Lake Zurich or a resort in one of the most charming places in Germany, at the foot of the royal castles of Neuschwanstein and Hohenschwangau. First The AMERON Frankfurt Neckarvillen Boutique recently opened its doors. The AMERON Collection portfolio is being expanded to include a unique city location in an ensemble of architecturally valuable, listed Wilhelminian-style villas.
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"All ten hotels and resorts currently have the potential, personal favorite places to be. They invite guests to collect memories. Moments that are filled with inspiration through an extraordinary setting, culinary highlights or cultural enjoyment. The Collection is, so to speak, a 'Bucket list' for special life moments. The enthusiasm for collecting expresses an attitude, a 'state of mind', and this is how we define the new profile of this brand," says Frank Marrenbach.
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