11 November 2024
Garner launches in Europe with first hotel openings in Germany
IHG Hotels & Resorts and NOVUM Hospitality cut ribbon on first three Garner hotels outside of the Americas
IHG Hotels & Resorts (IHG), a global leader in hospitality, launches new midscale conversion brand, Garner, in Europe with its first hotels opening in Germany. The brand's debut is in partnership with NOVUM Hospitality, one of Europe’s largest private hotel operators.
IHG and NOVUM Hospitality have opened three Garner hotels in the space of ten days: Garner Hotel Hamburg Nord, Garner Hotel Elmshorn and Garner Hotel Augsburg – marking the brand’s first properties to welcome guests outside of the Americas.
Garner offers travellers quality stays at an affordable price point and is designed to deliver a relaxed, flexible and purposefully different experience for guests who are in love with life, not luxury. Embodying the brand’s ethos, each property will deliver the all-important things guests value most - a convenient location, a sound night’s sleep, free Wi-Fi, comfortable spaces and dependable amenities, including a warm reception, breakfast, 24/7 bean-to-cup coffee and a refreshing welcome moment on arrival. Guests won’t ever be far from something tasty to keep them going and will be able to purchase satisfying snacks available 24/7 in the Garner Shop.
The three hotels join IHG’s global portfolio of over 90 opened open or pipeline Garner hotels since the launch of the brand in 2023 and will offer all the essentials guests want for “easy going stays that get you on your way”:
- Now open, Garner Hotel Hamburg Nord is located in the northeast of Hamburg. The 100-room hotel provides convenient access to the area’s shopping districts, restaurants, bars and transport links, making it an ideal choice for spirited, flexible travellers. In the hotel’s design, warm wooden elements meet pastel colours, creating a feel-good ambience.
- Garner Hotel Elmshorn opened late October 2024 and is located next to the district’s business park, just 30 minutes from Hamburg. The 75-room hotel provides easy access to restaurants and cafes, bars, shopping districts, and transport links, suiting needs for both business and leisure travellers alike.
- Garner Hotel Augsburg Nord is located in the lively city of Augsburg, in an area rich with culture and history, surrounded with a variety of attractions, from stunning architecture to local museums and galleries. The 132-room hotel offers easy access to the city and is fully equipped for business needs, making it the perfect choice for both business and leisure travellers.
Mario Maxeiner, Managing Director Northern Europe, IHG Hotels & Resorts, commented: "We are proud to welcome IHG’s first Garner-branded hotels to Europe with three successive openings in Germany, which is one of our key European growth markets. The dedication of our teams and partners at NOVUM Hospitality to sign, convert and open these hotels is a huge achievement and demonstrates the popularity of Garner as an attractive new option in the midscale segment, offering flexibility, strong returns, and a high-quality guest experience with real affordability. With more than 50 further Garner hotels to come to the Northern Europe market, we can’t wait to delight guests and drive the success of this new brand.”
David Etmenan, Chief Executive Officer & Owner NOVUM Hospitality, said: “As one of IHG’s largest global franchise partners, we are incredibly proud to be entrusted with the launch of the first Garner hotels in Europe – starting with not just one, but three properties simultaneously. We are confident in our ability to complete the rebranding of all existing hotels to the Garner brand on schedule, with the majority set to be integrated by mid-2025. Following the rapid integration of over 40 properties through our successful brand collaboration Holiday Inn – the niu, the debut of Garner hotels in Germany represents another significant milestone in our partnership with IHG Hotels & Resorts. We are thrilled to introduce this unique brand concept to Europe, offering our guests distinctive and memorable experiences. Together with IHG, we are committed to future expansion, including the launch of additional Garner properties.”
Samira Said, CEO NOVUM Hospitality, added: “The collaborative effort of both our teams in bringing this new brand to life in Germany has been truly remarkable. I am excited for our guests to experience the unique Garner brand, which seamlessly blends serenity with economic sensibility, delivering exceptional value to the market.”
The properties, converted from NOVUM Hospitality’s Yggotel, Select Hotels, and Novum Hotels brands, and follow an announcement between IHG and NOVUM Hospitality of a long-term agreement, to bring more than 50 Garner hotels to the country, in addition to over 50 Holiday Inn – the niu brand collaboration hotels and 12 Candlewood Suites hotels.
For further information or to book, visit www.garnerhotels.com or use the new IHG One Rewards mobile app.
The properties, converted from NOVUM Hospitality’s Yggotel, Select Hotels, and Novum Hotels brands, and follow an announcement between IHG and NOVUM Hospitality of a long-term agreement, to bring more than 50 Garner hotels to the country, in addition to over 50 Holiday Inn – the niu brand collaboration hotels and 12 Candlewood Suites hotels.
For further information or to book, visit www.garnerhotels.com or use the new IHG One Rewards mobile app.
Ends
For further information please contact:
Tieran Bhuhi-SivaSenior Corporate Communications Manager, Europe
[email protected]
+44 (0) 7976 178 485
Iman Denney-Brown
Senior Brand PR Manager, Europe
[email protected]
+44 (0) 7973902835
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 more than 6,500 open hotels in over 100 countries, and a development pipeline of over 2,200 properties.
- Luxury & Lifestyle: Six Senses, Regent Hotels & Resorts, InterContinental Hotels & Resorts, Vignette Collection, Kimpton Hotels & Restaurants, Hotel Indigo
- Premium: voco hotels, HUALUXE Hotels & Resorts, Crowne Plaza Hotels & Resorts, EVEN Hotels
- Essentials: Holiday Inn Express, Holiday Inn Hotels & Resorts, Garner hotels, avid hotels
- Suites: Atwell Suites, Staybridge Suites, Holiday Inn Club Vacations, Candlewood Suites
- Exclusive Partners: Iberostar Beachfront Resorts
InterContinental Hotels Group PLC is the Group's holding company and is incorporated and registered in England and Wales. Approximately 375,000 people work across IHG's hotels and corporate offices globally.
Visit us online for more about our hotels and reservations and IHG One Rewards. To download the new IHG One Rewards app, visit the Apple App or Google Play stores.
For our latest news, visit our Newsroom and follow us on LinkedIn.
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.