IHG Hotels & Resorts and NOVUM Hospitality Sign Landmark Agreement

By Ivan PetrenkoApr 17, 2024 14:00 PMNews
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Man signing important documents
Man signing important documents. Source: pixabay

IHG Hotels & Resorts and NOVUM Hospitality have sealed a significant long-term agreement poised to reshape the hospitality landscape in Germany. This collaboration is set to double IHG's footprint in the country, propelling its presence to over 200 hotels across nearly 100 cities. At the heart of this agreement lies a strategic partnership, heralding the launch of Holiday Inn – the niu brand collaboration and marking the European debut of IHG’s Garner and Candlewood Suites brands.

The agreement with NOVUM Hospitality, led by owner David Etmenan, establishes IHG as a major player in the midscale and upper midscale sectors. Over the next four years, up to 108 NOVUM Hospitality hotels, totaling 15,334 rooms, will join IHG, along with 11 hotels currently in development.

Central to this collaboration is the fusion of Holiday Inn with the niu, NOVUM Hospitality’s stylish upper midscale brand. This synergy aims to leverage the domestic prominence of the niu brand alongside the global recognition of Holiday Inn, bolstering IHG’s foothold in a pivotal market. Furthermore, NOVUM Hospitality’s other brands will undergo conversion to IHG’s Garner and Candlewood Suites, thus diversifying IHG’s brand portfolio while catering to varying guest preferences.

IHG will provide franchise fees, operational support, and capital expenditure to facilitate the conversion and development of properties. Moreover, an exclusivity arrangement ensures future NOVUM Hospitality projects align with IHG’s enterprise system, fostering sustained growth and collaboration over the agreement’s 30-year term.

As the hospitality landscape continues to evolve, this landmark agreement between IHG Hotels & Resorts and NOVUM Hospitality stands as a testament to the industry’s resilience and adaptability.

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