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IHG Hotels & Resorts has signed a long-term agreement with German hotel operator Novum Hospitality that will double IHG’s portfolio in Germany to more than 200 hotels.
The expansion will be through a partnership between IHG’s Holiday Inn and Novum’s The Niu brands (called Holiday Inn – The Niu), as well as IHG’s European debut of its Garner and Candlewood Suites brands, according to a press release. To be done. IHG will open hotels in approximately 100 German cities.
Novum is a private hotel operator owned by David Etmenan.
As many as 108 Novum hotels in operation and 11 hotels under development will join the IHG system in phases between 2024 and 2028, with the majority joining within the next two years. Novum has a total of 119 hotels; 111 of them are in Germany and the remaining 8 are in Austria, the Netherlands and the United Kingdom
Through the cooperation between Holiday Inn and Novum’s flagship mid-range and upscale brand The Niu, Novum’s 52 hotels that have been opened and under construction will join the IHG brand.
Novum’s other brands Yggotel, Select and Novum (consisting of 56 hotels open and in the pipeline) will be converted to IHG’s new midscale converted brand Garner. Its Acora Living the City brand includes 11 hotels open and in the pipeline that will be converted into Candlewood Suites, IHG’s midscale extended-stay brand.
The deal also includes exclusive arrangements for future Novum hotels to join the IHG system, with the goal of jointly developing additional hotels over time. The agreement has a term of 30 years and is renewable.
“Partnering with IHG… gives our family-owned company the firepower needed to strengthen our market presence in Europe. This partnership allows us to focus on delivering exceptional hotel experiences while leveraging IHG’s globally renowned brand recognition “Co-branding The Niu with Holiday Inn combines two perfectly complementary brands and enhances our appeal to guests around the world,” Etmenan said in the release. “Leveraging IHG’s state-of-the-art global distribution network provides us with enhanced sales and revenue capabilities, ensuring continued commercial success, while retaining Novum Hospitality’s full flexibility and independence as the company remains fully owned by us. In addition to strategic advantages In addition, the consistency of our values and principles throughout our negotiations with IHG underscores the compatibility of our alliance. We deeply value the respect and care in which The Niu brand is treated and eagerly look forward to the bright future of our joint efforts. .
“This agreement demonstrates the attractiveness of our strong corporate owners and IHG’s success in attracting excellent conversion opportunities to expand the scale of our system. It also creates a strong domestic platform in Germany to increase demand and brand visibility and capture a greater share of the millions of outbound trips made each year to Europe and beyond,” IHG CEO Elie Maalouf said in a press release.
In 2022, the number of overnight stays in Germany will exceed 450 million, ranking second in Europe. The country has the highest number of international outbound passengers in the world, with approximately 100 million passengers.
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