The IHG Group is strengthening its position in Germany, a key European market for business travellers. While the British hotelier currently has around a hundred hotels in Germany, another hundred or so will be added to its range over the next 24 months. These will come from a well-known German group, Novum Hospitality, with which IHG has signed a franchise agreement for convert all of its 108 hotels and a dozen more under construction for several IHG brands. This 30-year agreement will increase the size of IHG's portfolio by 1.9 % over the next few years.
Founded 35 years ago, Novum Hospitality has seen its growth accelerate in the middle of the last decade, from 5,000 rooms in 2015 to more than 20,000 by 2023, including future openings. The launch in 2017 of its the niu brand, positioned in the upper mid-range with a lifestyle focus, is no small part of this rapid development. With 52 hotels open or under construction, all these establishments will now enhance the Holiday Inn brand, while maintaining the brand's recognition in its market through a joint brand Holiday Inn - the niu. This gives it a solid base in many German cities of all sizes, from Hamburg to Lübeck, from Mainz to Munich and Berlin.
" The creation of a joint brand between the niu and Holiday Inn brings together two perfectly complementary brandssaid David Etmenan, owner of Novum Hospitality. The partnership with IHG, one of the world's leading hotel groups, gives our family business the firepower it needs to strengthen our presence on the European market." . For his part, Elie Maalouf, CEO of IHG Hotels & Resorts, said he was delighted " to work with such a respected group and to double IHG's presence in Germany, one of Europe's largest hotel markets and a growth priority for our business." .
Alongside this co-branding, the other brands of the German group Novum, Select and Yggotel will give new impetus to the latest IHG brand, Garner Hotelslaunched to take advantage of the current trend towards converting existing hotels. While the first Garner hotel only appeared at the end of last year, in Seattle, it has already been exported to Japan, Mexico and Canada. Germany has therefore been added to his hunting listYggotel, which stands for 'Hygge, Eco and Hotel', is gradually adding around fifty hotels to its range, including classic mid-range hotels such as Novum and Select, and budget design hotels.
Lastly, while the German hotelier had also focused on long stays with its acora Living the City brand, its 11 hotels already opened or under construction will become part of IHG's mid-range Candlewood Suites brand, which will make its debut outside the United States.
