Corporate branding strategy

DER Touristik renames hotels business

Germany and Europe’s third-largest tourism group has re-branded its hotel division as ‘DER Touristik Hotels & Resorts’ as part of its corporate branding strategy and as it seeks more properties.

November 06, 2017
The Club Calimera Akassia Swiss Resort in Egypt is one of about 90 DER Touristik Hotels & Resorts properties.
Photo: DER TOURISTIK

The new name for the division, which formerly operated under the name ‘DER Touristik Hotels & Investments’, mirrors the branding strategy of rivals TUI and Thomas Cook whose hotel units also operate under the English-language ‘Hotels & Resorts’ name.

DER Touristik Hotels & Resorts currently has more than 90 hotels trading under the four brands LTI Hotels, Club Calimera, Cooee and Primasol. These are mostly franchise properties.

The four hotel brands cover a broad part of the holiday market. The nearly 25 LTI hotels are up-market 4- and 5-star international properties, while the 10 Club Calimera resorts and nearly 15 PrimaSol hotels are primarily targeted at families. The relatively new Cooee brand has expanded to about 45 ‘boutique hotels’ in Europe and overseas offering digital technology and modern design.

DER Touristik Group CEO Sören Hartmann said at the fvw Kongress in September that the group wants to strength its hotel management activities and could make its own investments in hotel properties in future.

In parallel, the hotel division has launched a new website covering the four different product lines and in line with the group’s overall corporate branding. “This way we are emphasising our closeness to the DER Touristik tour operators, which is real added-value for many hoteliers,” explained managing director Christian Grage.

The bilingual (German/English) website (dertouristik-hotels.com) provides information about the hotel division, and links to the four brands’ websites, which include online booking options.

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