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IHG in Agreement With NOVUM Hospitality to Double Presence in Germany

Many properties will convert to Holiday Inn and other brands.

Written by:

Harvey Chipkin

Published on:

April 17, 2024

IHG Hotels & Resorts (IHG) and NOVUM Hospitality announced a long-term agreement that will double IHG’s presence in Germany to more than 200 hotels in almost 100 cities through a Holiday Inn – The Niu brand collaboration and European debuts for IHG’s Garner and Candlewood Suites brands. The Niu is NOVUYM’S upper midscale brand.

The agreement will make IHG one of the leading players in midscale and upper midscale in the market, according to the announcement, and includes the following elements:

  • Up to 108 NOVUM Hospitality open hotels and 11 hotels under development are expected to join IHG’s system between 2024 and 2028. Conversion of the hotels to IHG’s system will happen in phases beginning in 2024, with the majority to take place over the next 24 months. This will increase IHG’s global system size by up to 1.9% over the coming years.
  • A total of 52 open and pipeline hotels will join IHG through a collaboration between Holiday Inn and The Niu. This will combine the domestic presence of The Niu with Holiday Inn’s global brand recognition, said the announcement, “to build a leading position in a key target market.” NOVUM’s other brands, Yggotel, Select and Novum with 56 open and pipeline hotels will convert to IHG’s new midscale conversion brand, Garner; and the Acora Living the City brand with 11 open and pipeline hotels will convert to IHG’s midscale extended stay brand, Candlewood Suites.

Elie Maalouf, CEO of IHG, said the deal creates a strong domestic German platform to increase demand and brand awareness, as well as capture a larger share of the millions of outbound trips made each year across Europe and beyond.

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David Etmenan, CEO of Novum, said that accessing IHG’s global distribution network “provides us with enhanced sales and revenue capabilities, ensuring sustained commercial success while retaining full flexibility and independence for NOVUM Hospitality, as the company remains in our ownership entirely.”

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