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IHG Hotels & Resorts and NOVUM Hospitality announced a significant expansion in Germany. The move will double IHG’s presence in the region to over 200 hotel properties across approximately 100 cities, positioning it as a prominent player in the midscale and upper-midscale hotel market. The collaboration between IHG and NOVUM Hospitality, a private hotel operator owned by David Etmenan, will introduce new brands to the European market, including Garner and Candlewood Suites. It will also include a novel co-branding initiative between Holiday Inn and NOVUM’s niu.

The 30-year agreement includes options for renewal, and NOVUM will join 108 of its operational hotels and 11 of its hotels under development to IHG brands, increasing IHG’s global system size by up to 1.9% over the next few years. The phased integration of these properties into IHG’s system is set to begin this year, with the majority expected to transition within the next 24 months. Moreover, 52 open and pipeline hotels will join IHG through a collaboration between Holiday Inn and NOVUM’s upper-midscale brand, the niu. Additionally, other NOVUM brands, including Yggotel, Select, and Novum, will transition to Garner, IHG’s new midscale conversion brand, while the Acora Living the City brand will be rebranded as 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, Chief Executive Officer, IHG Hotels & Resorts. “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.”

“This collaboration enables us to concentrate on delivering exceptional hotel experiences while leveraging the globally acclaimed brand recognition of IHG,” added David Etmenan, Chief Executive Officer and Owner, NOVUM Hospitality. “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, as the company remains in our entire ownership.”

NOVUM will adopt IHG’s branding and benefit from its advanced commercial engine and technology platforms, which are designed to enhance hotel performance and customer experience.

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