Garner Hotels Expands to Europe with Three New Openings in Germany, Partnering with NOVUM Hospitality
IHG Hotels & Resorts and NOVUM Hospitality cut ribbon on first three Garner hotels outside of the Americas
(IN SHORT) IHG Hotels & Resorts has successfully launched its Garner brand in Europe, opening its first three properties in Germany in collaboration with NOVUM Hospitality. The hotels, Garner Hotel Hamburg Nord, Garner Hotel Elmshorn, and Garner Hotel Augsburg Nord, mark the brand’s international expansion beyond the Americas. Garner aims to offer affordable, flexible, and quality stays, providing guests with convenient locations, comfortable accommodations, and essential amenities like free Wi-Fi and 24/7 snacks. The hotels are part of a larger plan to introduce over 50 Garner hotels in Northern Europe, alongside other IHG brands like Holiday Inn and Candlewood Suites.
(PRESS RELEASE) Hamburg, Germany, 2024-Nov-12 — /Travel PR News/ — IHG Hotels & Resorts has officially expanded its midscale conversion brand, Garner, into Europe, with the opening of its first properties in Germany. In partnership with NOVUM Hospitality, one of Europe’s largest private hotel operators, IHG introduces three Garner hotels in just ten days, marking the brand’s first international venture outside of the Americas.
The new Garner hotels—Garner Hotel Hamburg Nord, Garner Hotel Elmshorn, and Garner Hotel Augsburg Nord—offer a welcoming, affordable, and flexible experience designed to meet the needs of a broad spectrum of travelers. Garner’s ethos centers on delivering all the essentials guests value most: convenient locations, comfortable accommodations, free Wi-Fi, reliable amenities, and a warm atmosphere. With features such as 24/7 snacks from the Garner Shop, a breakfast offering, and bean-to-cup coffee, the brand aims to provide a memorable and hassle-free experience without luxury-level pricing.
The three properties, which are now part of IHG’s growing portfolio of over 90 Garner hotels globally, embody the brand’s commitment to offering “easy-going stays that get you on your way.”
- Garner Hotel Hamburg Nord, located in the northeast of Hamburg, features 100 rooms and provides excellent access to the city’s shopping districts, restaurants, and transport options, ideal for both leisure and business travelers.
- Garner Hotel Elmshorn, which opened in late October 2024, is situated near the business park and is just 30 minutes from Hamburg. The 75-room property caters to both business and leisure guests, with easy access to dining and shopping.
- Garner Hotel Augsburg Nord, located in the historic and culturally rich city of Augsburg, offers 132 rooms and convenient access to local museums, galleries, and business facilities, making it a great option for a variety of travelers.
Mario Maxeiner, Managing Director of Northern Europe at IHG Hotels & Resorts, commented: “We are thrilled to bring the Garner brand to Europe with three openings in Germany, a key market for our growth. The commitment of IHG and NOVUM Hospitality to open these hotels demonstrates the brand’s appeal and strong potential within the midscale sector. With over 50 more Garner hotels planned for Northern Europe, we’re excited to continue delivering high-quality, affordable options to travelers.”
David Etmenan, CEO and Owner of NOVUM Hospitality, shared his pride in the partnership: “We’re proud to be part of the launch of Garner hotels in Europe. This marks a major milestone for our collaboration with IHG. After the successful rebranding of over 40 hotels into the Holiday Inn – the niu brand, we are confident that the Garner brand will offer guests in Germany distinctive experiences with exceptional value. Together, IHG and NOVUM Hospitality are committed to expanding this unique brand.”
The Garner hotels in Germany were converted from NOVUM Hospitality’s Yggotel, Select Hotels, and Novum Hotels brands and are part of a long-term agreement between IHG and NOVUM Hospitality to bring over 50 Garner properties to the region, alongside additional Holiday Inn and Candlewood Suites hotels.
For more information or to book a stay, visit www.garnerhotels.com or use the IHG One Rewards mobile app.
About IHG
IHG Hotels & Resorts [LON:IHG, NYSE:IHG (ADRs)] is a global hospitality company, with a purpose to provide True Hospitality for Good.
With a family of 19 hotel brands and IHG One Rewards, one of the world’s largest hotel loyalty programmes, IHG has over 6,500 open hotels in over 100 countries, and more than 2,200 in the development pipeline.
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About NOVUM Hospitality:
With more than 150 hotels (including secured pipeline) with over 20,000 rooms in more than 60 locations across Europe, NOVUM Hospitality is one of Europe’s largest privately-run hotel groups. Founded in 1988, the Hamburg-based company has emerged as a prominent player in the hotel industry, under the leadership of Chief Executive Officer & Owner David Etmenan. NOVUM Hospitality is known for its variety of centrally located accommodation in the midscale and upper midscale segment.
The signing of a long-term cooperation agreement with IHG Hotels & Resorts in April 2024 makes NOVUM Hospitality one of IHG’s largest global franchise partners. The cooperation encompasses the launch of the Holiday Inn – the niu co-brand and the conversion of the remaining NOVUM Hospitality brands. Yggotel, Select Hotels and Novum Hotels will be integrated into the brand world of the IHG brand Garner. acora Living the City will convert to the IHG extended-stay brand Candlewood Suites, thereby marking the European debut for both brands in the future. This strategic alliance promises not only enhanced guest experiences but also represents a significant milestone in both companies’ growth trajectories.
The renowned Treugast Investment Ranking, an annual assessment of the foremost hotel companies in Germany, awards NOVUM Hospitality with an ‘A’ rating, underscoring their commitment to excellence and industry leadership. www.novum-hospitality.com
About Garner:
Garner hotels, IHG Hotels & Resorts’ new midscale conversion brand, was designed for travelers seeking a high-quality and relaxed stay, whether staying for business or leisure. With a promise to deliver ‘easy going stays that get you on your way,’ Garner provides the essentials that matter most to value-driven guests – convenient locations, a sound night’s sleep and a hot breakfast all at an affordable price point. To learn more about the Garner hotels brand, visit https://www.ihg.com/garner-hotels, and find us on social media: https://www.facebook.com/garnerhotels, https://twitter.com/garnerhotels, and https://www.instagram.com/garnerhotels.
Media Contacts:
Tieran Bhuhi-Siva
Senior Corporate Communications Manager, Europe
tieran.bhuhi@ihg.com
+44 (0) 7976 178 485
Iman Denney-Brown
Senior Brand PR Manager, Europe
iman.denneybrown@ihg.com
+44 (0) 7973902835
Source: IHG
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