ATM 2025: Germany's H World International celebrates Steigenberger’s 95-year legacy with bold plans
Key regional expansions planned across the Middle East, Africa, and India by 2028
DUBAI: H World International is celebrating the 95th anniversary of its flagship brand, Steigenberger Hotels & Resorts at Arabian Travel Market (ATM) 2025 in Dubai.
A legacy that began in Germany nearly a century ago, Steigenberger has become synonymous with timeless luxury, exceptional service, and deep cultural ties. At ATM 2025, H World International is paying tribute to the brand’s rich heritage while unveiling exciting expansion plans set to shape its future.
Steigenberger’s journey from its humble beginnings to becoming a global symbol of hospitality is one of continuous growth, marked by an unwavering commitment to quality. At ATM, H World International offers a glimpse into how the brand has maintained its strong foothold in the hospitality industry, while simultaneously innovating and evolving to meet the demands of modern travellers.
Celebrating a century of luxury
Founded in 1925, Steigenberger has long been at the forefront of the luxury hospitality industry. Known for its seamless blend of traditional European elegance and contemporary design, the brand has built a reputation for providing unforgettable experiences. Whether it’s a high-end business hotel in a bustling city or a serene retreat nestled in nature, Steigenberger’s diverse portfolio caters to every kind of traveller.
“Our participation at ATM 2025 goes beyond simply showcasing our achievements,” said Siegfried Nierhaus, Vice President and Head of Business Development for the Middle East, Africa, and India at H World International. “We’re here to celebrate 95 years of Steigenberger’s legacy, but also to chart our course for the future—focusing on new locations and a broader regional presence in markets like the Middle East, Africa, and India.”
Expansion plans
With Steigenberger’s impressive legacy in place, H World International is now setting its sights on significant regional expansion. By 2028, the company plans to open several new hotels across key markets in the Middle East, Africa, and India. This strategic growth aims to meet the increasing demand from both business and leisure travellers, particularly from source markets such as Germany, China, and other parts of Europe.
In Egypt, Steigenberger has established itself as a dominant player in the hospitality sector, with 16 hotels and six Nile cruise ships already in operation. However, the brand’s ambitions are far from over. In late 2025, Steigenberger will open the Steigenberger Resort Saint Catherine in the Sinai Peninsula – a luxury wellness retreat that promises to redefine the concept of a rejuvenating escape. Set against one of Egypt’s most sacred landscapes, the retreat will offer guests an experience blending wellness, heritage, and spiritual reflection.
New properties on the horizon
Steigenberger’s commitment to offering unique, immersive experiences is evident in its upcoming properties. The Steigenberger Resort Ayalora, Residence and Spa, located on the northwestern coast of the Red Sea, will provide an unparalleled combination of luxury and natural beauty. Additionally, the Steigenberger Resort Lakeside Byoum in Fayoum will offer guests a tranquil escape with scenic lakeside views, ideal for relaxation and rejuvenation.
Both these new developments highlight Steigenberger’s focus on curating culturally rich, immersive travel experiences. With each new property, the brand continues to innovate and elevate the luxury travel experience, ensuring guests can enjoy not only world-class amenities but also a deep connection to the destinations they visit.
ATM 2025 and the future of travel
ATM 2025 serves as the perfect backdrop for H World International to showcase its plans for the future. The event, which brings together over 55,000 professionals from 166 countries, has become a central platform for discussing the latest trends in the travel industry. This year’s theme, “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity,” aligns with H World International’s commitment to driving forward-thinking strategies and fostering global connections.
New features at this year’s ATM, including IBTM@ATM – a dedicated zone for business events – and ATM Travel Tech, which highlights cutting-edge technological innovations in the travel sector, offer a glimpse into the future of the industry. These developments, along with the Start-Up and Innovation Zone, are set to position ATM 2025 as a key event for shaping the future of global tourism.