Page 25 - #189 March 2024

Thriving on Innovation

NOVUM Hospitality is one of the largest family-run hotel groups in Germany that partners. We aim to nurture cooperative partnerships at an equal level and last year and this offers exclusive benefits to regular customers. So
continues to attach great importance to achieving things together as a team and never prefer long-standing agreements over short-term solutions.” far, more than 150,000 guests have registered for the programme and
With the hospitality industry placing an ever-increasing importance
enjoy attractive advantages with every booking. These range from a
forgetting where they came from. In this interview, we spend some time with company on e-commerce and social media, NOVUM continues to strengthen ten per cent discount on public rates, free cancellation until 11pm on
CEO & Owner David Etmenan to discuss how he maintains his vision of driving the its direct sales channels. The company has also launched the ‘NOVUM day of arrival for a Best Flexible Rate, or the ability to rebook a Non-
company forward and growing its international portfolio. App’ to enhance digital guest communication while at the same time Refundable Rate, along with a complimentary bottle of water at check-
in. The loyalty program, integrated into the ‘NOVUM App,’ appeals to
reinforcing customer loyalty.
In regards to social media, they leverage various platforms to new and returning guests alike, emphasising their commitment to flexible
he NOVUM Hospitality business began life in 1988 as a one-man storytelling and interior design inspired by its location. Since Constance engage with their audiences, share unique experiences and gather travel for both business and leisure.
Tshow, when Nader Etmenan opened the first site in Hamburg, is known for its idyllic and breath-taking nature, the niu Flower greets its valuable feedback. This integrated approach not only enhances their “At NOVUM Hospitality, we embrace and thrive on innovation. We
laying the foundation for the company’s present-day success. Nader’s guests with floral motifs, natural elements and bright colour concepts. online visibility but also contributes to building a strong and positive foster swift decision-making processes and maintain flexibility in our
son David joined the company in 2004 and subsequently became the Their current development pipeline comprises approximately 20 brand presence in the digital realm, aligning with the contemporary thinking. Nevertheless, we consistently uphold our family philosophy,
current CEO and Owner. Alongside his brother, Mortesa Etmenan and projects, including both new constructions and conversion projects. expectations of their tech-savvy audiences. ensuring that people and togetherness always remain at the forefront
his sister Samira Said, his goal was to implement a central management With the real estate market becoming increasingly saturated and With the topic of sustainability having become one of the most of our business,” Etmenan explains. “Diversity, integrity, commitment
system and drive expansion forward. conditions for property construction evolving, their focus has shifted pressing issues in global society, David highlights that like any other and respect make up our core set of values and are the key drivers of
“NOVUM Hospitality currently operates more than 150 hotels in beyond ‘classic expansion’. industry, there is a growing emphasis on sustainable practices within our company.”
over 60 locations across Europe and our five owned brands within While they have a lot of projects in the pipeline, David highlights the hospitality sector too and NOVUM Hospitality strives to address
the economy, midscale and upper midscale segments allow us to offer that their target market remains the European one, with a particular by implementing measures related to sustainability and corporate
diversified guest experiences at central locations,” highlights David emphasis on Germany where locations in big cities with key market social responsibility.
Etmenan, CEO & Founder of NOVUM Hospitality. “Select Hotels, drivers continue to make up their main area of interest. Their long-term goal is to transition to green electricity in all NOVUM
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 Hospitality buildings and hotels. Many of their hotels provide integrated
and long-stay services catered to the needs of business and leisure the company to new properties and why? bicycle or e-scooter hire services to promote sustainable mobility and in
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 the planning of new hotels, they prioritise environmental considerations.
our guests happy – every day.” evaluating the potential success of the hotel. We also pay close attention “Several of our project developers and partners have hotel
The most recent addition to its portfolio was the niu Flower, which to ‘basic’ attributes such as infrastructure, neighbourhood, price- construction projects assessed by the German Sustainable Building
is situated in the beautiful city of Constance, Germany and was opened performance ratio, operating market and the perceived attractiveness Council (DGNB), ensuring that their projects meet the DGNB Gold
in January. This latest site is characterised by its innovative amenities, of the site for both business and leisure travellers.” or Platinum rating. The DGNB criteria include responsible resource
including flat-screen TVs, Bluetooth speakers and free high-speed Wi-Fi He continues by saying: “Since we focus on centrally located city hotels, extraction, drinking water requirements, wastewater prosecution and
along with co-working spaces in its ‘Living Lobby’. we cannot consider properties that are too far off. Last but not least, we on-site biodiversity,” Etmenan highlights.
Like every other hotel of the brand, the niu Flower features unique attach great importance to the relationships we have with our development The range of hotel choices on offer today means that customer
loyalty is more important than ever and NOVUM Hospitality continues
to stand out from the crowd through not only its design and amenities,
the niu Bricks, Hamburg, Germany
but through their continuing excellence across their portfolio of brands. the niu Fusion, Hamburg, Germany
In addition, their loyalty program, ‘N-Members’ launched in March

the niu Fender, Amsterdam, Netherlands

24 RETAIL & LEISURE INTERNATIONAL MARCH 2024