Novum Group Holding GmbH

What Novum Group Holding GmbH does

Novum Group Holding GmbH (operating as NOVUM Hospitality) is a Hamburg-based, family-owned European hotel group founded in 1988 by Nader Etmenan and now led by his son David Etmenan (CEO & Owner) alongside co-CEOs Samira Said and Christian Moll, and CFO Dr. Stefan Gneuss. The group operates 150+ hotels with approximately 20,000 rooms across ~60 European locations in Germany, Austria, the Netherlands, the United Kingdom, Switzerland, and Spain, concentrated in the midscale and upper-midscale segments. Its portfolio spans five proprietary brands (the niu, Select Hotels, Yggotel, acora Living the City, Novum Hotels) plus four IHG-affiliated brands (Holiday Inn – the niu co-brand, Garner, Candlewood Suites, voco); approximately 20% of hotels are owned and the remainder are operated under franchise, lease, or management models.

Revenue is generated principally through room revenue across owned, leased, and franchised properties, supplemented by franchise and management fees from the IHG partnership, and hotel development/revitalization activity via the wholly owned Novum Real Estate Development GmbH. The 2024 reported figures were EUR 471.2M total revenue (up ~13–14% YoY), EUR 82.2M EBITDA, EUR 204.1M gross operating profit, and EUR 60.5 RevPAR. The go-to-market motion is overwhelmingly channel-partner driven: hotels are distributed through IHG's global reservation system, IHG One Rewards loyalty program, third-party OTAs (Booking.com, Expedia, Hotels.com), NOVUM's own direct booking engines (novum-hotels.com, powered by myhotelshop), and IHG's corporate sales/MICE channels. Customer segments are hybrid: business travelers and leisure travelers (primary), with long-stay project workers/relocations served via acora and Candlewood Suites, and families as a secondary cohort.

The technology stack underpins operational scale rather than direct monetization: Duetto cloud-based revenue strategy platform (live since October 2021) for portfolio-wide pricing and forecasting; IHG Revenue Field Services; mobile-based digital guest journey (digital check-in/out, smartphone door opening, digital invoicing); WUNDERMART 24/7 automated retail integration (20 hotels live, rollout to 2027); DialogShift chat; Matomo analytics; and MailChimp email. The company is not currently pursuing AI/ML capability build-out internally and relies on partner SaaS for analytics and automation.

Name

Novum Group Holding GmbH

Legal name

Novum Management GmbH

Website

https://novum-hospitality.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Novum Group Holding GmbH (NOVUM Hospitality) is a Hamburg-based, family-owned European hotel group operating 150+ hotels and ~20,000 rooms across six countries via five proprietary brands and a major franchise partnership with IHG Hotels & Resorts.

Ownership category

akta.pro rank

Product category

Hotel Operations and Hospitality Services

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Real Estate Agents & Managers (For Others) (6531), Operators Of Apartment Buildings (6513)

akta.pro primary industry

Conference Retreat Hotels (THAGALAG)

akta.pro secondary industry

Resort Convention Hotels (THAGALAC)

Keywords

• Midscale hotel operations
• Hotel franchise management
• Extended stay serviced apartments
• Hotel revenue management
• Hospitality brand portfolio

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Hotel Room Revenue: Core revenue from operating hotels across owned, leased, and franchised properties. Hotels operate under owned brands (the niu, Select Hotels, Novum Hotels, Yggotel, acora Living the City) and IHG brands (Holiday Inn, Garner, Candlewood Suites, voco)
2. Franchise and Management Fees: Revenue from franchise partnerships including royalties, service fees, and brand-related income through IHG collaboration
3. Hotel Development and Investment: Revenue from property development, renovation projects, and real estate management through NOVUM Real Estate Development GmbH

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Novum Group Holding GmbH operates NOVUM Hospitality, a family-owned European hotel group running approximately 150 hotels with about 20,000 rooms across 60 locations in the midscale and upper midscale segments. The group operates hotels under five proprietary brands (the niu, Select Hotels, Novum Hotels, Yggotel, acora Living the City) and under franchised/co-branded brands through its IHG partnership (Holiday Inn – the niu, Garner, Candlewood Suites, voco). Beyond hotel operations, the group invests in hotel development and revitalization through Novum Real Estate Development GmbH and is expanding into an owner-operator model that combines property ownership with operations.

Product overview

NOVUM Hospitality operates a multi-brand hotel portfolio consisting of owned and franchised properties across Europe. The portfolio includes five proprietary brands (the niu, Select Hotels, Yggotel, acora Living the City, Novum Hotels) plus co-branded and franchised brands through IHG partnership (Holiday Inn – the niu, Garner Hotels, Candlewood Suites, voco Hotels). The company operates approximately 150+ hotels with around 20,000 rooms in the midscale and upper midscale segments across 60 European locations. Digital services include mobile check-in/check-out, smartphone door access, and digital invoicing. The company also offers revenue management services leveraging Duetto platform and has integrated WUNDERMART automated retail shops across properties. Expansion is focused on the IHG brand rollout and owner-operator projects.

Differentiator

Problem solved

Functional benefit

Brands

• the niu: Urban lifestyle hotel brand with locally-inspired hospitality, featuring over 40 individually designed hotels with design influenced by location, urban art, and pop culture.
• Select Hotels
• Yggotel
• acora Living the City

Products and services

• the niu Urban lifestyle hotel brand featuring over 40 individually designed properties with design elements inspired by each location's culture, urban art, and pop culture; targeted at leisure and business travelers seeking distinctive, locally-inspired stays.
• Holiday Inn – the niu Co-branded hotel product combining Holiday Inn's trusted global brand standards with the niu's locally-inspired urban lifestyle concept; features Living Lobby and Bistro; integrates into the IHG One Rewards loyalty program.
• Garner Hotels Midscale hotel brand offering quality accommodations at affordable prices with a relaxed, flexible guest experience; marketed by IHG; planned as the destination brand for existing Select Hotels, Novum Hotels, and Yggotel properties under the IHG franchise umbrella.
• Candlewood Suites Extended-stay hotel brand with apartment-style studios and rooms featuring full kitchens, Candlewood Cupboard self-service shop, fitness center, and laundry facilities; designed for guests staying multiple nights to weeks.
• Select Hotels

Quantifiable outcome

• 14% revenue growth in 2024 compared to previous year
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• WUNDERMARTcoreTechnology or Integration · 27 April 2026Partnership with Dutch retail-tech company to implement fully automated 24/7 self-service shops in NOVUM hotels. WUNDERMART provides the technology platform for data-driven assortment optimization. 20 hotels already equipped, rollout planned across portfolio through 2027 targeting hotels with 120+ rooms.
• IHG Hotels & ResortscoreChannel Partner/ Reseller/ Distributor · 1 April 2024Strategic franchise partnership agreement signed April 2024. NOVUM Hospitality operates hotels under IHG brands including Holiday Inn, the niu, Garner, Candlewood Suites, and voco. This is one of IHG's largest franchise partnerships in Europe, covering approximately 97 hotels (~80% of NOVUM's active portfolio) by end 2025. The partnership includes brand conversion, revenue management services (IHG Revenue Field Services), marketing support, and IHG One Rewards loyalty program integration.
• Immorex GmbHminorStrategic or Co-development PartnerHamburg-based project developer and owner responsible for the combined new construction of Holiday Inn - the niu Drift and Candlewood Suites Ingolstadt at Hindenburgstraße 15. Long-term lease agreement signed September 2025.
• DIE Deutsche Immobilien Entwicklungs AG (DIEAG)minorStrategic or Co-development PartnerProperty developer and owner of the Mizar Gate Office complex near BER airport in Berlin. NOVUM Hospitality leases 12,405 m2 for Holiday Inn - the niu Pax (158 rooms) and planned Candlewood Suites under dual-brand concept. Property originally designed as office space, converted to hotel use.
• HLG Real EstateminorStrategic or Co-development PartnerDeveloper of the Blue Gate mixed-use project in Aachen where Holiday Inn - the niu Aixley will be located. Property company holds ground lease for the development. Hotel planned to open 2027.
• Hilpert GruppeminorStrategic or Co-development PartnerFamily-owned property developer based in Würzburg developing the voco Hotel Berlin Alexanderplatz (440 rooms). Signed lease agreement June 2025. Hotel planned for Q2 2028 opening.
• OTTO WULFFminorStrategic or Co-development PartnerGeneral contractor for the AQUA²DOCK development including Holiday Inn - the niu Quay in Hamburg-Harburg. Long-standing partnership with NOVUM for multiple hotel construction projects.
• GATE Hospitality & Design mbHminorImplementation/ SI/ Consulting PartnerProject management and design services for voco Hamburg-Altona development at Schleswiger Straße. Also serves as project controller for the development.
• DuettocoreTechnology or IntegrationCloud-based Revenue Strategy Platform used by NOVUM Hospitality since October 2021 for revenue management optimization, pricing decisions, forecasting, and distribution management across the hotel portfolio.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Motel One Group: German family-owned midscale/upper midscale hotel operator with ~60 hotels focused on urban design-led properties, directly comparable to NOVUM's the niu franchise in segment, geography, and design-driven positioning.
• Premier Inn (Whitbread): UK-listed Europe's largest budget-to-midscale hotel operator; directly comparable to NOVUM's Garner and core midscale portfolio on price tier, asset-light franchise/lease model, and European expansion focus.
• B&B Hotels: European economy-to-midscale hotel chain with hundreds of franchised/managed properties across Germany, France, and Iberia; directly comparable to NOVUM's Garner and core hotels on segment, franchise model, and continental footprint.
• Leonardo Hotels: European midscale-to-upscale hotel group with ~200 properties across the continent, headquartered in Germany; directly comparable to NOVUM on tier, geography, and multi-brand urban positioning.
• H-Hotels / HR Group: German family-owned multi-brand hotel group operating midscale to upscale properties (H4, H2, H+ Hotels); closely comparable to NOVUM on family ownership, German mid-market segment, and multi-brand operation.
• GCH Hotel Group: Berlin-based German hotel operator managing a portfolio of franchised and own-brand urban hotels; comparable to NOVUM on German urban footprint, multi-franchise strategy, and midscale focus.
• Dorint Hotels & Resorts: German-headquartered hotel group operating business and conference hotels across Europe; comparable to NOVUM's Select Hotels tier on the conference/business segment and European geography.

Broad incumbents

• Accor: Global hospitality group with extensive European midscale and upscale brand portfolio (ibis, Mercure, Novotel, etc.); broader incumbent comparable to NOVUM on asset-light franchise model and geographic overlap.
• IHG Hotels & Resorts: Global franchisor and operator of Holiday Inn, Garner, Candlewood Suites, and voco — the brand owner behind NOVUM's franchise partnership; comparable as a global benchmark for franchise economics and European midscale presence.

Regional players

• Lindner Hotels: German family-owned upper-midscale and upscale hotel group, primarily focused on Germany, Belgium, and Austria; broadly comparable to NOVUM's Select Hotels and voco properties in regional presence and family-ownership governance.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@NOVUMHospitality
• Facebookfacebook.com/NOVUMHospitality
• LinkedInlinkedin.com/company/novum-hospitality
• Instagraminstagram.com/novum.hospitality

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries20 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Novum Group Holding GmbH