In a significant move to bolster its presence in Europe, IHG Hotels & Resorts has inked a long-term agreement with NOVUM Hospitality, one of Germany's premier hotel operators. This partnership is set to double the number of IHG properties in Germany, bringing the total to more than 200 hotels across nearly 100 cities by 2028.

Under this expansive agreement, IHG will integrate 108 hotels currently operated by NOVUM Hospitality, encompassing 15,334 rooms, along with 11 hotels under development adding another 2,369 rooms to IHG's portfolio. The phased conversions of these properties are slated to begin in 2024, with the majority expected to be completed by early summer 2025.

This deal is not only a significant expansion but also introduces a new dynamic in brand collaboration between Holiday Inn and the niu, NOVUM Hospitality's flagship upper-midscale brand. Furthermore, NOVUM Hospitality's other brands, including Yggotel, Select, and Novum, will transition to IHG’s new midscale conversion brand, Garner, while the acora Living the City brand will join IHG's extended-stay segment under the Candlewood Suites brand.

Elie Maalouf, CEO of IHG Hotels & Resorts, emphasized the strategic importance of this partnership, stating, "Germany remains one of Europe’s largest hotel markets and a key growth priority for our business. This collaboration with NOVUM Hospitality is poised to significantly enhance our offerings in the region and further solidify IHG’s position as a leader in the global hospitality market."

The agreement, which spans 30 years, also includes an exclusivity arrangement for future NOVUM Hospitality hotels to join IHG’s brand and enterprise system. Both parties have expressed their ambition to continue developing new hotel projects jointly over time.

This expansion is supported by IHG’s continued investment in localized commercial platforms in Germany, such as enhanced loyalty partnerships and booking systems, aimed at enriching the customer experience and driving operational excellence.