Porsche will start building hotels

Yet another automaker interested in real estate

Porsche joins the growing list of car companies with an interest in hotels and real estate. Lamborghini, for example, runs a variety of hotels and resorts under its Tonino Lamborghini spin-off brand, and Aston Martin has designed a fancy home in New York.

As for Porsche, they’ve just announced a deal with Deutsche Hospitality, a German hotel company, which will help the Stuttgart-based manufacturer design and develop a number of Steigenberger Porsche Design Hotels around the globe, the first one of which - a 150-room hotel with SPAs, restaurants and bars - will be located inside the Porsche Design Tower in Miami.

“Steigenberger Hotels & Resorts and Porsche Design share common values,” said Jan Becker, CEO of Porsche Design Group. “We demand the highest standards of quality and exclusive design and strive for continuous development. Together we want to offer our guests a completely new hotel experience.”

We keep hearing about the need to ‘diversify our portfolio’ these days and that applies to individuals as well as companies. Automakers are facing all kinds of issues in the car world - from supply chain-related hiccups to draconian regulations - and that’s why they’re becoming increasingly interested in other things.

On top of that, they know their customers. High-end brands like Porsche know that their average customer typically spends XY dollars on luxury products and holidays and houses every year. At the end of the day, this is just a different way to build customer loyalty.

Would you visit a Porsche-branded hotel?

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Comments (10)

  • If I could afford it I would definitely visit It

      1 month ago
  • All the furniture will be out on the balcony.

      1 month ago
    • In true Porsche tradition you can get the standard apartment, or the apartment RS, which costs more than a normal apartment and it doesn’t have any chairs or tables

        1 month ago
    • Students, put down your pens, the lesson is over. That is gold.

        1 month ago
  • I like Porsche Design and although it is inextricably connected to the car brand we all know it’s a completely different company. So I would argue that it’s not quite the same as what Aston Martin is doing.

      1 month ago
  • Each hotel will have 8 different room layouts, each room will seem like every other room they have made,they will all have different prices,and you will question why you paid for the upgrades

      1 month ago
  • Hell yeah, that's cool! (About the Aston Martin. Im not the biggest fan of their cars, but that house, I would buy it in a heart beat if I had the money.

      1 month ago
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