95 years ago, Steigenberger opened its doors with a vision for refined European hospitality. Today, under the umbrella of H World International, that singular vision has evolved into a multifaceted global enterprise. What began as one hotel in Germany has grown into a hospitality powerhouse serving millions of guests across continents.

Siegfried Nierhaus, Vice President – Middle East, India & Africa at H World International, credits this transformation to a mindset of reinvention. “Our journey has been anything but linear,” he says. “The key has been constantly balancing tradition with transformation.” Brands like Steigenberger and IntercityHotels now coexist within a portfolio that spans markets, cultures, and categories—delivering experiences that are both globally resonant and deeply local.

THE ENDURING CORE OF HOSPITALITY 

Despite the vast changes in scale and sophistication, some core values remain steadfast. “Hospitality is, at its core, about human connection,” Nierhaus emphasizes. “It’s about elevating the guest experience through genuine service and local storytelling.”

However, the way that experience is delivered has radically shifted. In an era where guests are mobile, mindful, and demand personalization, H World International has embraced data, design, and digital tools not just as enhancements but as foundational elements of hospitality. The focus now includes wellness, sustainability, and experience design anchored in service excellence.

CELEBRATING LEGACY WITHOUT NOSTALGIA 

As the group commemorates Steigenberger’s 95th anniversary, Nierhaus is quick to point out that legacy is not a constraint. “Legacy should not be a mirror; I prefer to think of it as a launchpad for the next 100 years,” he says.

This philosophy is embodied in the upcoming launch of Steigenberger Resort Saint Catherine in Egypt—a luxury wellness retreat set in the majestic mountains of South Sinai. The retreat will include a mountain hotel, eco-lodge chalets, and boutique suites, offering immersive experiences such as monastery tours, guided hikes, and wellness programs rooted in spiritual renewal. “We’re responding to a growing demand for meaningful travel,” says Nierhaus.

Similarly, the soon-to-reopen Europäischer Hof in Baden-Baden, reimagined under the Steigenberger Icons brand, exemplifies how H World International is honoring its heritage while crafting luxury for the modern traveler. “Nostalgia ages brands,” Nierhaus states. “Reinvention sustains them.”

CATERING TO A REGION IN MOTION 

H World International’s growth strategy is laser-focused on the Middle East—a region Nierhaus describes as “more than a destination; it’s a blueprint.” Countries like Saudi Arabia, Egypt, Oman, and the UAE are undergoing unprecedented transformation, driven by national visions and infrastructure investment.

“The Middle East is shaping the future of hospitality,” Nierhaus says. “It’s the perfect environment to co-create value with local stakeholders. Whether through management contracts, franchise partnerships, or brand conversions, we’re pursuing sustainable, thoughtful growth that aligns with the region’s ambitions.”

TWO MODELS OF GROWTH 

While Asia and the Middle East offer immense potential, Nierhaus sees fundamental differences in how hospitality is evolving across the two regions. “Asia is a scale story—digitally advanced, incredibly diverse, and driven by a rising middle class,” he notes. “The Middle East is a strategic story, driven by policy, public-private partnerships, and the creation of entirely new tourism ecosystems.”

Success, he says, depends on tailoring operations to local dynamics. “In Asia, agility is everything. In the Middle East, alignment with long-term national visions is key.”

H World International does not impose a one-size-fits-all model when navigating diverse markets. “It’s not a binary,” Nierhaus says when asked if the group exports a unified experience or adapts to regional contexts. “We start with a globally consistent brand ethos, then tune it with local resonance.”

This approach is evident in projects like the Saint Catherine resort and new market entries in India, where joint ventures help unlock local cultural insights. “We don’t export hospitality,” he says. “We co-create it, so each property speaks both the language of the brand and the soul of the location.”

As H World International moves toward its centenary, its strength lies in its ability to honor the past while designing the future. 

“Reinvention is not just a phase,” concludes Nierhaus. “It’s a culture. And that’s what will carry us into the next 100 years.”