Page 24 - #189 March 2024

Thriving on Innovation

NOVUM Hospitality is one of the largest family-run hotel groups in Germany that
continues to attach great importance to achieving things together as a team and never
forgetting where they came from. In this interview, we spend some time with company
CEO & Owner David Etmenan to discuss how he maintains his vision of driving the
company forward and growing its international portfolio.

he NOVUM Hospitality business began life in 1988 as a one-man storytelling and interior design inspired by its location. Since Constance
Tshow, when Nader Etmenan opened the first site in Hamburg, is known for its idyllic and breath-taking nature, the niu Flower greets its
laying the foundation for the company’s present-day success. Nader’s guests with floral motifs, natural elements and bright colour concepts.
son David joined the company in 2004 and subsequently became the Their current development pipeline comprises approximately 20
current CEO and Owner. Alongside his brother, Mortesa Etmenan and projects, including both new constructions and conversion projects.
his sister Samira Said, his goal was to implement a central management With the real estate market becoming increasingly saturated and
system and drive expansion forward. conditions for property construction evolving, their focus has shifted
“NOVUM Hospitality currently operates more than 150 hotels in beyond ‘classic expansion’.
over 60 locations across Europe and our five owned brands within While they have a lot of projects in the pipeline, David highlights
the economy, midscale and upper midscale segments allow us to offer that their target market remains the European one, with a particular
diversified guest experiences at central locations,” highlights David emphasis on Germany where locations in big cities with key market
Etmenan, CEO & Founder of NOVUM Hospitality. “Select Hotels, drivers continue to make up their main area of interest.
Yggotel, Novum Hotels, acora Living the City and the niu deliver short- Our conversation with David next takes us to the topic of what draws
and long-stay services catered to the needs of business and leisure the company to new properties and why?
travellers. Together with our 2,300 employees we try our best to make “Of course, where the property is situated plays an important role in
our guests happy – every day.” evaluating the potential success of the hotel. We also pay close attention
The most recent addition to its portfolio was the niu Flower, which to ‘basic’ attributes such as infrastructure, neighbourhood, price-
is situated in the beautiful city of Constance, Germany and was opened performance ratio, operating market and the perceived attractiveness
in January. This latest site is characterised by its innovative amenities, of the site for both business and leisure travellers.”
including flat-screen TVs, Bluetooth speakers and free high-speed Wi-Fi He continues by saying: “Since we focus on centrally located city hotels,
along with co-working spaces in its ‘Living Lobby’. we cannot consider properties that are too far off. Last but not least, we
Like every other hotel of the brand, the niu Flower features unique attach great importance to the relationships we have with our development

the niu Bricks, Hamburg, Germany

24 RETAIL & LEISURE INTERNATIONAL MARCH 2024