In a landmark collaboration, IHG Hotels & Resorts and NOVUM Hospitality have inked a deal set to redefine the hospitality landscape across Germany. With the signing of this agreement, IHG is poised to double its presence in the country, boasting over 200 hotels in nearly 100 cities. This strategic partnership not only marks a significant expansion for IHG but also heralds the European debut of several of its esteemed brands, including the iconic Holiday Inn.
Under the terms of the agreement, NOVUM Hospitality, a major player in the German hotel industry, will integrate up to 108 of its existing hotels and 11 properties under development into IHG’s portfolio. This phased conversion, set to commence in 2024, will see a substantial increase in IHG’s global system size, positioning the company as a dominant force in the midscale and upper midscale segments.
A highlight of this collaboration is the introduction of Holiday Inn – the niu partnership, combining the trusted legacy of Holiday Inn with the contemporary flair of niu, NOVUM Hospitality's flagship brand. This innovative blend aims to capture a significant share of the German market, leveraging both brands' strengths to deliver unparalleled guest experiences.
Moreover, the agreement includes an exclusivity clause, paving the way for future NOVUM Hospitality properties to join IHG’s esteemed roster of brands. With a 30-year term and provisions for renewal, this partnership sets the stage for long-term growth and prosperity for both parties.
Germany, known for its robust hospitality sector, presents a fertile ground for expansion. With over 450 million overnight stays recorded in 2022 and a thriving domestic and international travel scene, the country offers immense opportunities for hoteliers. IHG’s enhanced presence will not only cater to the burgeoning demand but also elevate the standards of hospitality across the nation.
In his statement, Elie Maalouf, CEO of IHG Hotels & Resorts, expressed his enthusiasm for the collaboration, emphasizing its significance in the context of Germany's hospitality landscape. Similarly, David Etmenan, CEO of NOVUM Hospitality, underscored the strategic advantages and shared values driving this partnership, heralding a promising future for both entities.
With the introduction of Garner and Candlewood Suites to the European market, IHG is poised for exponential growth. Garner, designed to cater to diverse travelers seeking quality at an affordable price, is set to become a preferred choice across the region. Meanwhile, Candlewood Suites will offer a welcoming haven for extended stay guests, further diversifying IHG’s brand portfolio.
The collaboration between IHG Hotels & Resorts and NOVUM Hospitality signifies a paradigm shift in the German hospitality industry. As these two industry giants join forces, they are poised to set new benchmarks for excellence, innovation, and guest satisfaction. With a focus on delivering exceptional experiences and driving sustainable growth, this partnership promises to reshape the future of hospitality in Germany and beyond.
Source: IHG Resorts