IHG Partners with Novum to Boost German Presence

This partnership with German operator Novum Hospitality will see Novum’s current portfolio and pipeline properties, totalling up to 119 hotels, convert to IHG brands.

IHG Hotels & Resorts has signed a long term agreement that is set to double its hotel presence in Germany.

Elie Maalouf, CEO of IHG, said, “This agreement demonstrates the appeal to owners of our powerful enterprise and IHG’s success in attracting excellent conversion opportunities to grow our system size. 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.”

David Etmenan, CEO of Novum, said, “This collaboration enables us to concentrate on delivering exceptional hotel experiences while leveraging the globally acclaimed brand recognition of IHG. 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. 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.”

This partnership with German operator Novum Hospitality will see Novum’s current portfolio and pipeline properties, totalling up to 119 hotels, convert to IHG brands over the next few years.