The IHG group is taking full advantage of its franchise agreement with the Novum Hospitality group to expand its position in Germany. Some of the hundred or so hotels that have come under its umbrella, previously under the The Niu brand, are in the process of joining the Holiday Inn brand, while others are moving towards the Candlewood Suites long-stay brand. However, a large proportion of these conversions will accompany and accelerate the development of a new brand. new IHG brand in Europee: Garner Hotels.
Launched at the end of 2023 across the Atlantic in Seattle, this mid-range brand focused on contemporary and functional hotels has recently seen the opening, in the space of a week, of its first three establishments. Ranging in size from 75 to 130 rooms, the first opened in the north-east of Hamburg, the second around thirty minutes' drive away in Elmshorn, right next to a business park, and the third in Augsburg city centre.
This transition of other NOVUM Hospitality hotels, until now marketed under the Yggotel, Select Hotels and Novum Hotels brands, will continue over the coming months. " We are confident in our ability to complete the rebranding of all existing hotels to the Garner brand on schedule, with the majority to be integrated by mid-2025" says David Etmenan, CEO and owner of NOVUM Hospitality.
By this time, Garner's offer could be based on around fifty hotels in Germany. However, its development will not be limited to Germany. Some of Novum's hotels in the conversion phase are in Vienna and Maastricht. Meanwhile, Garner Hotels will also be making its UK debut by the end of the year, in Reading and Samlesbury, near Preston. Also in the pipeline is a hotel to be branded next year near Istanbul International Airport.
" We are delighted with therapid expansion of Garner and the interest shown by our partners" said Willemijn Geels, Vice President of European Development for the IHG Group. Of the nearly 80 projects signed for the brand, three-quarters are in this region, while its expansion is also set to continue in the United States and Japan.
