IHG to Double Germany Presence with NOVUM Hospitality Deal
by Briana Bonfiglio
IHG Hotels & Resorts has signed an agreement with NOVUM Hospitality that will double its presence in Germany.
The brand deal means that IHG will expand by more than 200 hotels in nearly 100 German cities, while also marking the launch of new IHG brands in Europe: Holiday Inn – niu, Garner, and Candlewood Suites.
“We are delighted to collaborate with such a respected group as NOVUM Hospitality and double IHG’s presence in Germany, one of Europe’s largest hotel markets and a growth priority for our business,” said Elie Maalouf, CEO of IHG Hotels & Resorts. “This agreement 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.”
NOVUM Hospitality, one of Germany’s largest, privately owned midscale hotel operators, has 108 existing hotels and 11 under development that will be converted to IHG brands from now through 2028.
Another 52 hotels will become part of a collaboration between the Holiday Inn and niu brands, and 67 that currently fall under NOVUM’s other brands will be converted into Garner and Candlewood Suites hotels.
