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IHG signals German expansion with NOVUM deal

IHG’s European chief development office David Kellet joins NOVUM owner David Etmenan to celebrate the deal

InterContinental Hotels and NOVUM Hotel Group, one of the largest hotel groups in Germany, have signed a development agreement spanning 20 hotels across Europe in markets such as Germany, Austria and Netherlands.

The deal is the first venture together between both companies.

IHG currently has over 650 hotels in Europe, including 64 hotels in Germany, and is going from strength to strength in a market that is seeing continued expansion.

Ron Shepherd, chief development officer, IHG, Europe, said: “Europe is growing at pace and we are well positioned to take advantage of the appetite for branded growth.

“We cannot wait to kick off the beginning of this long-term partnership with NOVUM Group.”

Hamburg-based NOVUM Hotel Group currently has 99 hotels across Germany including their own brand hotels, and those developed in partnership with IHG will be franchised.

David Etmenan, owner, NOVUM Group, said: “Franchise partnerships are of particular importance to our international expansion and we see IHG and its winning portfolio of brands as the optimal way to gain ground and advance our European expansion strategy.”

Both IHG and NOVUM Hotel Group are currently exhibiting at Expo Rea in Munich.

The NOVUM Hotel Group will be located in hall C2 at stand 130 and IHG in hall C2 at stand 222.