Garner launches in Europe with first hotel openings in Germany

Posted in News on 14 November, 2024

IHG Hotels & Resorts and NOVUM Hospitality cut ribbon on first three Garner hotels outside of the Americas.

IHG Hotels & Resorts 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-Ficomfortable 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