Three existing assets and one new-build project
The agreements cover three hotel buildings already in operation and a construction project on Humboldtstraße. The three existing hotels have already been taken over by Novum Hospitality and will undergo a full repositioning before reopening under IHG brands.
The Hotel Unique Dortmund, at 38 Hoher Wall, and the Hotel Majestic Dortmund Central, at 1 Lange Straße, will be operated together as Garner Hotel Dortmund City Center. The two properties have a combined total of 191 rooms and will be positioned in the midscale segment.
The Hotel Pearl on Enscheder Straße will continue trading after rebranding as Holiday Inn – the niu Bliss, with 94 rooms. The new build on Humboldtstraße will have 144 rooms and will operate as Holiday Inn – the niu Ember. Both properties will sit in the upper midscale segment.
Two concepts rooted in the city’s history
Housed in a former church, the future Holiday Inn – the niu Bliss will weave the building’s history into its interior design concept. The stated aim is to connect its former role as a place of gathering and contemplation with its new purpose as a hotel.
Holiday Inn – the niu Ember, meanwhile, references Dortmund’s industrial past. The name “Ember”, evoking glowing embers, alludes to the city’s industrial heritage and its transformation.
HD Hotels, owner and contracting partner
Düsseldorf-based HD Hotels is the owner and contracting partner for all four projects, covering both the three existing assets and the hotel to be built. Its Managing Director, Haluk Demirci, said the property company prioritises the long-term development of its buildings and collaboration with experienced operators.
He also noted that Novum Hospitality already knows the three existing sites from its own operational experience, and that it will be responsible for developing them in line with the agreed concepts.
A new milestone in the Novum-IHG partnership
For David Etmenan, CEO and owner of Novum Hospitality, the four projects reflect the group’s approach of combining existing sites with new development opportunities. He described Dortmund as an important location for Novum in the Ruhr region and sees the renewed collaboration with HD Hotels and IHG as the next stage in the group’s growth.
Mario Maxeiner, Managing Director Northern Europe at IHG Hotels & Resorts, sees the deal as a continuation of the partnership with Novum Hospitality, strengthening the group’s presence in Dortmund and its Northern European portfolio. He explained that Garner and Holiday Inn – the niu are designed as conversion brands for existing assets.
Signed in April 2024 for a 30-year term, the franchise agreement between the two groups provided for the gradual integration into the IHG system of up to 108 of Novum’s open hotels, representing 15,334 rooms, as well as 11 hotels in development. It gave rise to the Holiday Inn – the niu co-brand for 52 properties, while 56 hotels under the Yggotel, Select and Novum brands were set to join Garner. IHG has since stepped up signings for this conversion brand, as illustrated by its entry into the Middle East with two projects in Dubai and Ras Al Khaimah.
A pipeline of 27 new-build projects
According to Novum Hospitality, the group’s secured pipeline comprised, as of October 2026, 27 new-build projects representing more than 5,000 rooms, eleven of which are wholly owned.
For 2025, the group reported total revenue of €450.9 million, down 4.3% year on year. Over the same financial year, it integrated 40 existing hotels into IHG’s systems and secured eight new construction projects.
THT Analysis – The structure adopted in Dortmund, combining the conversion of existing assets with new construction under a single property owner, shows how Novum now frames its relationships with owners around IHG’s brand portfolio. It fits into a German market where repositionings of existing hotels are multiplying, as seen in the switch of the Blasky in Frankfurt to the Vienna House by Wyndham brand, while IHG continues to roll out its brands, as illustrated by Hotel Indigo, which has just passed the milestone of 200 open hotels.
At a glance by The Hospitality Tribune
Novum, IHG and HD Hotels sign four Dortmund projects
Four hotels, 429 rooms in total, all slated to open in 2027
Hotel Unique and Hotel Majestic to merge as Garner Hotel Dortmund City Center (191 rooms, midscale)
Hotel Pearl, a former church, to become Holiday Inn – the niu Bliss (94 rooms, upper midscale)
New-build Holiday Inn – the niu Ember on Humboldtstraße (144 rooms)
Düsseldorf-based HD Hotels remains owner and contracting partner of all four assets
