IHG Hotels & Resorts is to double its presence in Germany after signing a deal with private hotel operator NOVUM Hospitality.
The deal will see IHG increase its portfolio in Germany to more than 200 properties in 100 cities. NOVUM currently has 108 open hotels with another 11 hotels under development, which will join IHG’s system over the next four years.
This will include more than 50 hotels through a collaboration between IHG’s Holiday Inn and NOVUM’s midscale niu brand, which will be known as Holiday Inn – the niu.
IHG will also use the deal with NOVUM to introduce its mid-range Garner and Candlewood Suites extended-stay brands to the European market for the first time.
NOVUM’s Yggotel, Select and Novum brands, which have a total of 56 open and forthcoming hotels, will convert to Garner, while its 11 acora Living the City hotels will rebrand under the Candlewood Suites name.
The vast majority of NOVUM’s properties are located in Germany, although the company also operates eight hotels in Austria, the Netherlands and the UK.
Elie Maalouf, CEO of IHG Hotels & Resorts, said: “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.
“It also 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.”
IHG said its growth in Germany would be supported by building local commercial platforms including loyalty programmes and improved booking systems.
David Etmenan, CEO and owner of NOVUM Hospitality, added that the deal with IHG would allow the family-run business to “fortify our market presence across Europe”.
“Forging a co-brand between the niu and Holiday Inn sees two perfectly complementary brands come together, enhancing our appeal to guests on a global scale,” he said.
“Accessing IHG’s state-of-the-art 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.”