NOVUM Hospitality, in collaboration with IHG Hotels & Resorts, continues to expand its hotel portfolio by signing a lease for a new Candlewood Suites hotel in Hamburg. This development marks an important step in the joint growth strategy of NOVUM Hospitality and IHG, aiming to enhance their presence in the long-stay market in Europe.

The hotel, which will feature 120 apartments, is set to open in the first quarter of 2027 in the Wandsbek district on Brauhausstrasse. This new construction will complement the existing offering of the Holiday Inn – the niu Keg, thereby strengthening the provision of accommodations suitable for long stays.

"The long-stay segment is a competitive and dynamic market sector that continuously innovates due to the growing demand from customers and owners. We are pleased to further expand our partnership with NOVUM Hospitality by signing Candlewood Suites Hamburg Wandsbek to meet this need—another exciting step in our journey of converting and opening more than 120 hotels together," said Mario Maxeiner, Managing Director Northern Europe at IHG Hotels & Resorts.

Candlewood Suites, IHG's midscale long-stay brand, has been in the market for over 25 years and currently operates more than 520 hotels in the United States. The realization of this project will be overseen by Projektwerke hamburg immobilienentwicklung GmbH & Co. KG, a reputable service developer with significant experience in constructing sustainable and energy-efficient projects. Klaus Engelbrecht-Schnür, the company's Managing Director, expressed enthusiasm about working with reliable partners like NOVUM Hospitality and IHG, emphasizing the innovative and sustainable nature of the long-term commercial apartment concept.

"This contract signing reaffirms our commitment to collaborative and sustainable growth with IHG. This project is already the fourth hotel after Holiday Inn – the niu Clink, Holiday Inn – the niu Fen, and Garner Hotel Hamburg Nord-Ost, that we have secured as part of our cooperation partnership established in April 2024. We are eager to establish the Candlewood Suites brand in our home market of Hamburg and are confident that we will continue to play a key role in the brand's European expansion in the future," said David Etmenan, CEO and Owner of NOVUM Hospitality.

NOVUM Hospitality: A Europe-Focused Expansion Strategy

For over 30 years, NOVUM Hospitality has been implementing a dynamic strategy to develop its hotel network, aiming to reach 150 hotels representing over 20,000 rooms across more than 60 European cities. This strategy includes the establishment of the long-stay brands Candlewood Suites and midscale Garner in the European market.

To achieve these goals, NOVUM Hospitality is committed to constructing new establishments and converting existing hotels, focusing on brands such as Holiday Inn – niu, Garner, and Candlewood Suites. The company distinguishes itself by its ability to innovate, acquire new hotels, and strengthen its position in the European market, primarily through lease and rental agreements.

IHG Hotels & Resorts and NOVUM Hospitality: IHG's Expansion in the German Market

The partnership between IHG Hotels & Resorts and NOVUM Hospitality aims to double IHG's presence in Germany, targeting more than 200 hotels in nearly 100 cities. Under this collaboration, up to 108 NOVUM hotels are expected to open between 2024 and 2028, adding approximately 15,334 rooms to the IHG network. Among these establishments, 52 will incorporate the Holiday Inn brand in partnership with niu, while other NOVUM brands, such as Yggotel and Select, will be converted to Garner. Additionally, the acora Living the City brand will be transformed into Candlewood Suites, specializing in long stays.

With 111 properties in Germany and others in Austria, the Netherlands, and the United Kingdom, NOVUM Hospitality positions itself as one of the largest IHG franchisees in the world, optimizing its operations and enhancing the customer experience through IHG's technologies and business capabilities.

IHG: Upcoming Openings in Germany

Several new IHG brands, including Kimpton Hotels & Restaurants and Garner, are set to enter the German market. Kimpton Frankfurt Main, a luxury hotel with 155 rooms, will open in late 2024 in the developing FOUR district of Frankfurt. Garner, a new midscale conversion brand, will also begin its expansion in Germany around the same time by converting existing NOVUM Hospitality properties. In 2025, Candlewood Suites will debut with 11 properties converted from the acora Living the City brand. Expansion will continue with the opening of the Holiday Inn Express Munich Airport-Erding, which will offer 118 rooms and pet-friendly services, facilitating access to Munich Airport.