AMERON Hotels becomes AMERON Collection
Repositioning as AMERON Collection: Althoff Group sharpens the profile of the high-growth brand
25 October 2021
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 enjoyed cautious but steady growth. AMERON currently owns ten hotels in Germany and in Switzerland, with further expansion planned.
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Repositioning as AMERON Collection
Against this background, the group recently announced its intention to sharpen the profile of the brand and, in the future, to position it as the AMERON Collection - analogous to the Althoff COLLECTION. CEO Frank Marrenbach explains: "The Althoff history began with the Hotel Regent International in Cologne and in 2009, this hotel formed the foundation stone for the AMERON brand. In this, Thomas Althoff collected hotels with strong character in extraordinary locations, which are connected by individual architecture and original design as well as the love for good food. Here elegance meets urbanity. With a lot of passion for uniqueness, a remarkable collection has been created and with the renaming we underline the individuality of each location."
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AMERON Collection - A state of mind
AMERON's portfolio includes the only hotel in Hamburg's historic warehouse district with a coffee exchange steeped in history as a highlight for events, a traditional hotel revived in modern Art Deco style in a prime location on Lake Zurich, and a resort in one of the most charming locations in Germany, at the foot of the royal castles of Neuschwanstein and Hohenschwangau. Just recently, the AMERON Frankfurt Neckarvillen Boutique reopened its doors, adding a unique city location in an ensemble of architecturally valuable, listed Wilhelminian style villas to the AMERON Collection portfolio.
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Bucket List for special moments
"All of the current ten hotels and resorts have the potential to be personal favourite places. 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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