Accepting the awards at the ceremony in Berlin: Stefanie Brandes, Chief Operating Officer Lindner Hotel Group, and Maximilian Abele, Vice President Brands & Marketing Lindner Hotel Group — Photo by Lindner Hotels AG

The Lindner Hotel Group has received two awards in the main category Excellence in Brand Strategy and Creation for the new appearance and strategic repositioning of its Lindner Hotels & Resorts brand. The jury of the German Brand Awards explained its decision: Maintaining the balance between preservation and contemporary reinvention had succeeded outstandingly well.

At the award ceremony in Berlin, Stefanie Brandes, Chief Operating Officer, and Maximilian Abele, Vice President Brands & Marketing, accepted the awards in the Brand Design - Corporate Brand and Brand Strategy of the Year categories. "We are delighted that we were able to win over the jury of one of the most important competitions for brand management," says Stefanie Brandes. "Our intention was to reposition the Lindner Hotels & Resorts brand. In doing so, we are reflecting on our roots and at the same time helping to shape the future of the hotel industry. Our rebranding makes the entrepreneurial spirit and inspiration equally tangible for our guests."

Last year, the Lindner Hotel Group presented the relaunch of its brand Lindner Hotels & Resorts, part of JdV by Hyatt, on the occasion of its 50th anniversary. It had already received the German Stevie Award in three categories for this in March 2024. Winning two German Brand Awards proves that the new website impresses not only users and readers, but also the experts. "Through the strategic realignment and the complete redesign of their brand identity, they have succeeded in combining their deeply rooted values with a modern zeitgeist and current guest needs," said the high-caliber jury.

"The rebranding was a decisive strategic step towards the internationalization, repositioning and further development of our company," says Arno Schwalie, Chief Executive Officer of the Lindner Hotel Group. "I see the awards as proof that we have succeeded in giving visible expression to our transformation."

Attention on all channels

As Vice President Brands & Marketing, Maximilian Abele is responsible for the external image of the hotel group's four brands. Maximilian and his team managed the activities surrounding the relaunch under the leadership of Stefanie Brandes. "With the repositioning and implementation of the rebranding within just under a year and the subsequent multimedia campaign for the 50th anniversary, we have made the Lindner Hotels & Resorts brand fit to enter into the partnership with Hyatt. We have also set an example of how quickly and efficiently brand transformation can be implemented," says Maximilian Abele.

The new brand identity was created over a period of around nine months in collaboration with Remo Masala and his team from Vision Alphabet. Masala's focus is on the hotel and tourism sectors, and he has also successfully supported car manufacturers and brands in the consumer sector. "Remo Masala provided creative support for our repositioning. We owe him an extraordinary debt of gratitude," says Stefanie Brandes. "Remo Masala and Vision Alphabet have done an excellent job of translating our DNA as a family business, our values and our identity as hosts into design," says Frank Lindner, Chief Technical Officer and co-partner of the Lindner Hotel Group.

An award with a reputation

Since 2018, the independent jury of experts consisting of members of the German Design Council has been awarding prizes to companies, agencies, non-commercial and government organizations worldwide for innovations, campaigns and trends in around 60 categories. In 2024, Infineon, Deutsche Telekom, Ford Germany and Universal Music Group were among the award winners. More information about the German Brand Award: https://www.german-brand-award.com/

About Lindner Hotels AG

As the Lindner Hotel Group, Lindner Hotels AG operates 34 hotels in eight European countries and the USA. Six further hotels are currently in construction or being realized. The group employs around 2,500 people and expects to generate sales of around 330 million euros in 2024. The Lindner Hotel Group operates four distinct brands: Lindner Hotels & Resorts and me and all hotels have been part of JdV by Hyatt since 2022. The affiliation strengthens the company's international growth and is also part of the World of Hyatt loyalty program, which offers guests access to a global range of personalized experiences. Since May 2024, Lindner Hotel Group has taken over exceptional vacation hotel properties and expanded its brand portfolio to include the 7Pines Hotels & Resorts and L-Collection brands. 7Pines Resort Ibiza, 7Pines Resort Sardinia, and SCHLOSS Roxburghe in Scotland are part of Destination by Hyatt, a collection of independent hotels with individual designs that harmonize with their surroundings. Arno Schwalie is Chairman of the Board and CEO of Lindner Hotels AG, founded in 1973 by architect Otto Lindner and is still family-owned. Together with Stefanie Brandes (COO) and Frank Lindner (CTO), he forms the Management Board of Lindner Hotels AG.