Successful PR Strategies for Althoff Hotels: Increasing Brand Awareness and Targeted Executive Positioning

Althoff Hotels is one of Germany’s leading owner-managed hotel groups, known for exceptional hospitality, outstanding culinary experiences, and stylish design. The group encompasses three brands: the luxury hotel brand Althoff COLLECTION, the AMERON Collection, and the urban lifestyle brand URBAN LOFT.

Since 2018, Wilde & Partner has been supporting the corporate and consumer communication efforts of Althoff Hotels with successful PR strategies. The goals: to increase brand awareness, strengthen the group’s industry presence, and enhance employer branding. Additionally, targeted efforts have been made to advance executive positioning.

The communication measures include proactive media relations, the distribution of press releases, organizing journalist stays, and influencer collaborations. We also initiate interviews and secure speaking opportunities to position the Althoff Hotels leadership in the media.

Notable projects include media support for several hotel openings, such as AMERON Neuschwanstein and URBAN LOFT Cologne, as well as interviews with Thomas H. Althoff in prestigious publications like Handelsblatt and Süddeutsche Zeitung. The group’s gastronomy, featuring renowned restaurants such as Überfahrt and Vendôme, has been successfully spotlighted in the press. A highlight was the communication surrounding the 40th anniversary of Althoff Hotels in 2024.