In the driver’s seat with: Frank Marrenbach, CEO Althoff Hotels

1. Mr. Marrenbach, Althoff Hotels are setting new standards in luxury hospitality. What can you tell us about the exciting new opening in Frankfurt?

We will be opening The Florentin, an Althoff COLLECTION Hotel this autumn — a truly exceptional new property. The building, a former merchant villa – Villa Speyer – is located in Frankfurt’s Sachsenhausen district and has been complemented in recent years by a modern hotel extension. It’s a wonderful retreat in the heart of the vibrant metropolis on the River Main. A hotel icon defined by its aesthetic standards and attention to detail, making it an oasis of hospitality and pleasure despite the bustle of the city. We refer to this concept as an “Urban Retreat.”

This self-contained, aesthetic microcosm is, above all, a haven — the entire estate offers everything a guest could need: an outstanding spa, unique in Frankfurt for its size and amenities, a refined dining experience with a top chef and three different outlets, a grand ballroom, and generous event spaces.

The USP of The Florentin is its “hotel within a hotel” concept. The historic Villa Speyer is a distinct and highly exclusive area, primarily reserved for guests staying in the suites – with the aim of creating the feeling of being in a grand private residence.

The name The Florentin translates to “the blooming one.” Why? Because the estate features a beautiful inner courtyard filled with trees – a small oasis in the middle of the city. The sum of all these elements makes The Florentin a truly exceptional hotel: you don’t feel like you’re in a city, and yet you’re only 15 minutes from the airport and 5 minutes from the opera.

2. What is your long-term vision for the Althoff COLLECTION across Europe and beyond? Are there more destinations we can look forward to?

We are an owner-managed family business. Why is that important? Because we place immense value on hospitality. Service, service, service – it’s the most important ingredient in the luxury segment.

As a family company, we have deliberately focused our geographical footprint on Europe. We’re not a global corporation because we want to ensure that we, as entrepreneurs, remain present in our hotels. That’s why our clear focus is on Western and Southern Europe.

One new location we are particularly excited about – especially as a Cologne-based company – is the Althoff Dom Hotel in Cologne, a heartfelt project of our founder, Thomas Althoff. Situated next to the UNESCO World Heritage Cologne Cathedral, it’s one of the oldest grand hotels in Europe. The event spaces are located on the top floor with wraparound terraces and a magnificent restaurant with views of the cathedral and the famous Gerhard Richter window – a stunning sight, especially in the evening light. From high above the rooftops of Cologne, guests can enjoy the city from a truly unique perspective.

Both The Florentin and the Dom Hotel already belong to the Leading Hotels of the World.

3. The Althoff Seehotel Überfahrt and the AMERON Neuschwanstein are true gems of refined hospitality and tradition. What makes them the perfect home for the Concours of Elegance Germany and the Alpine Elegance Tour participants?

For Alpine Elegance Tour participants, it’s all about these extraordinary destinations. In Germany, there are only a handful of places that are internationally recognized and possess a truly magical aura – and Lake Tegernsee is certainly one of them.

Tegernsee combines rural charm with sophistication and elegance. The architecture, retail, and gastronomy are of the highest quality, and it’s the preferred leisure destination for Munich residents.

The region offers the perfect backdrop for scenic drives and events such as the Concours — a world where connoisseurs appreciate both classic cars and a refined lifestyle.

Our AMERON Neuschwanstein Resort & Spa – located near the royal castles – is a truly magical place. King Ludwig, the great romantic, chose this location intentionally – the mountains, the vastness, the castle – all create a poetic setting.

Neuschwanstein, or as the English would call it, a “folly,” is a charming extravagance. The crystal-clear Alpsee lake, the Tegelberg, and the castle make it one of the most beautiful and famous locations in Germany. The Romantic Road leading from Tegernsee to Hohenschwangau, with its curves and scenic views, is a dream for automotive enthusiasts. As someone personally passionate about cars, it’s pure joy.

4. Quality and timeless elegance are core values of your hotels, just as they are for the classic cars showcased at the Concours. How do these worlds align?

When guests visit one of our hotels, they don’t just remember the beauty and design – they remember how it made them feel.

That feeling is shaped by the people you’re with – and by how you’re treated.

As good hosts, we bring a strong sense of empathy and tailor experiences to our diverse guests. When someone returns from a scenic Alpine drive, perhaps all they want is a freshly poured beer – and we make that happen. Even if it’s not traditionally “luxurious,” it’s this intuitive, genuine service that makes a stay with us so special.

5. Both Althoff Hotels and the Concours value craftsmanship. How is this reflected in your properties?

People who love classic cars often share a deep appreciation for craftsmanship. That’s reflected not only in their vehicles but also in the details they encounter at our hotels – whether it’s Michelin-starred cuisine from our top chefs or a warm waffle with cherries after a sunny drive.

6. The Concours celebrates tradition and automotive history at the highest curatorial level. How does your service philosophy reflect a similar commitment to tradition and detail?

Tradition, for us, means consistency and the positive ritualization of special moments – whether it’s a Sunday drive in a classic car or attending an event like the Concours and meeting fellow enthusiasts.

It’s about the joy of the vehicle, the fascination with mechanics, and the act of shifting gears – it’s a lifestyle. And we reflect that feeling in our service philosophy: with care, dedication, and a pursuit of perfection down to the smallest detail.

7. As an experienced hotelier and organiser of a Concours yourself: why are such events so important in today’s fast-paced world?

Because these cars – and the events celebrating them – are always a kind of time travel. When I drive one of my classic cars, I feel it clearly. These cars are usually driven less than 5,000 kilometers per year – so every journey is a pleasure, a special occasion. You experience authenticity, the pure joy of driving.

For enthusiasts, like the guests at the Concours, the thrill lies in simply admiring the cars. It brings owners and viewers together. That’s what makes events like the Concours of Elegance so meaningful and special.

8. As a passionate classic car enthusiast: do you have a personal memory or story of a favorite car or drive you’d like to share?

One of my personal highlights was a rally with a 1965 Porsche 911 through the Atlas Mountains in Morocco. What stuck with me most was the raw beauty of the landscape, the warmth of the people, and the exotic nature of the surroundings. It was an incredibly impressive place for a classic car drive. The tour was superbly organized – and the roads chosen were simply spectacular.

About Althoff Hotels

For over 40 years, Althoff Hotels – founded by Thomas H. Althoff and led by CEO Frank Marrenbach – have stood for outstanding cuisine, exceptional hospitality, stylish design, and impeccable service. Based in Cologne, the group sees itself as a true “Hoteliers Company.”

Althoff Hotels currently operates three brands: the Althoff COLLECTION with five luxury hotels across Germany, France, and the UK; the AMERON Collection with nine 4-star hotels in Germany and Switzerland; and the URBAN LOFT brand, launched in 2020. Soon, two new openings will expand the Althoff COLLECTION: The Florentin in Frankfurt and the Dom Hotel in Cologne.

More information please click the link below: