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DER Touristik continues growth strategy with new lifestyle brand ananea

High-quality hotel portfolio will be further expanded.

COLOGNE / FRANKFURT – On 1 June 2023, the growing DER Touristik Hotel Division will open the first property of its new lifestyle brand ananea on the Greek island of Kos, and targets the modern, style-oriented traveller.

“Especially in the pandemic, the desire to treat ourselves to something special increased, as did travellers’ quality expectations. With ananea, we focus on the trend towards higher-quality and more personalised holidays,” says Georg Schmickler, CEO Hotel Division DER Touristik Group.

With ananea, the travel group is establishing a European hotel brand in boutique style and thus repositions itself in the lifestyle segment. That means ananea will appeal to new, high-growth target groups in the European source markets in the future. The concept is to be successively expanded following the launch in summer.

“Each year, we want to expand our portfolio by one or two hotels of the new lifestyle brand. In doing so, ananea hotels will initially focus on beach front locations in Mediterranean destinations. In the medium term, however, the hotel brand is also to expand in long-haul destinations,” explains Schmickler.

ananea comes from ‘ananeosis’ (gr.) and means renewal

The new hotel brand promises a personalised holiday experience in the style of a boutique hotel and is thus especially aimed at the target group of 25- to 40-year-olds looking for a mix of individual service, modern design and high quality in their hotel stay. Even at first sight, the new hotel brand will captivate you with its appearance, which invites you to feel good and relax among like-minded people. The architecture and interior design unite minimalist forms with high-quality, natural materials typical for the region to create a harmonious interior concept exuding Mediterranean lightness and casual elegance. In this way, ananea focuses on the guest and creates an individual experience on site.

“ananea’s vision is to make the feel of a boutique hotel scalable and affordable. Less choice, but more content. The right ingredients are the crucial factor,” Schmickler emphasises. “We are convinced that this is the right way to bring future generations of loyal, modern guests together in one place.”

While the brand captures the charm of the region in contemporary architecture and design, the local food concept, based on simple, fresh and regional ingredients, is also a culinary masterpiece. A sense of lightness and casual elegance is a recurrent theme in the hotels – from the service concept to the music that accompanies guests in the hotel.

“ananea is a refuge of harmony and togetherness among like-minded people,” depicts the vision of experienced brand professional Remo Masala, who developed the new hotel brand with Schmickler as an external consultant with his agency, vision alphabet.

It is no secret that success largely depends on the quality of the staff. That is why team selection is the focus when building the brand. ananea employees are local and international talents selected and constantly trained in a special recruitment process.

“Our employees are the most important investment and a source of loyal, returning guests”, as emphasised by Schmickler.

DER Touristik hotel portfolio promises quality and individuality

The new brand ananea supports the strategy of the DER Touristik Group’s Hotel Division, which focuses on clear brand profiles, high quality, and an increasingly personalised hotel experience.

After the premium club brand Aldiana was successfully taken over in June 2022 and the brand has been further expanded in recent months, the signs point towards expansion in 2023, too. The expansion of the joint venture DR Hospitality with Deutsche Seereederei in the form of a 75 percent share in the Italian hotel company Mira Hotels & Resorts already took place in spring. The next growth step will follow in June with the launch of the lifestyle brand ananea. At the same time, the PrimaSol brands will leave the newly aligned hotel portfolio this year and COOEE will do so next year. With this step, the Hotel Division sharpens its brand world and increasingly focuses on high-quality and personalised hotel experiences.

“We are delighted to further expand our diverse and high-quality hotel range with ananea and to make room for a boutique-style lifestyle brand that appeals to new target groups and is clearly positioned,” says Schmickler.

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