The Germans are coming, in style

Peter Schaumburg heads Hotel Maximilian, which is due to open next month in Beijing. Photo provided to China Daily

Small business is big business

Catering to fair visitors in Guangzhou

Located in the Audi World complex close to the Wangjing area where many international companies have their China offices, it is less than 20 minutes' drive to the airport. The hotel will have 286 rooms, including some that belong to the Audi training center.

Food and beverage options are varied, with a Chinese restaurant offering Cantonese cuisine and an all-day dining outlet providing a buffet of popular international dishes. Paulaner Maximilian, the second Paulaner in Beijing, will continue to promote German beer and cuisine.

Although not well-known within China, Steigenberger is the largest hotel group in Germany and an influential brand in German-speaking regions.

"We are proud to be a German hotel group, and we do things in the German way," says Peter Schaumburg, general manager of the hotel.

He says the hotel targets business travelers, most of whom would be German-speakers. To cater to them, the hotel will have German-speaking staff at all outlets, and the labels and signs in the hotel will be in three languages - German, English and Chinese.

Language courses are part of the training program for employees, but Schaumburg says it is more important for them to get used to the cultural differences rather than just the language.

Hotel staff learn not only what to say and what to do, but also why, he says.

"We tell them what the Germans prefer, so they not only express themselves, but also understand the cultural background."