Hospitality that Masters Change
Interview with David Etmenan, Chief Executive Officer & Owner NOVUM Hospitality
From a family business in Hamburg to one of the largest hotel groups in Europe: Novum Hospitality GmbH operates, develops, and manages hotels in various segments - from midscale to premium. The company is known for growth, innovation, and clear values and has evolved into an internationally active brand consortium. In the interview, CEO & Owner David Etmenan explains how Novum Hospitality shapes the industry's change, strategically uses technology, and preserves the family spirit despite expansion.
In 1988, Nader Etmenan laid the foundation for today's company. From early on, the family shaped the corporate culture with trust, closeness, and commitment. Since 2004, David Etmenan has been managing the business and transformed the humble beginnings in Hamburg into one of Germany's largest hotel groups. With a centralized database and digital distribution structures, the company quickly climbed into the top 10 of the industry. The focus on metropolises like Hamburg, Berlin, and Munich provided the basis for continuous growth. In 2015, the acquisition of Winters Hotel Group and the introduction of the brand the niu, which combines urban location, sustainable design, and art followed. Collaborations with artists from the Millerntor Gallery give each property its own signature and support social water projects. With brands like Holiday Inn - the niu, Garner, and Candlewood Suites, the group now covers the full spectrum from the midscale to the extended stay segment.
Growth with Attitude
The pandemic hit the hotel industry hard, but Novum Hospitality stayed the course. 'We didn't terminate a single job because of the pandemic,' emphasizes David Etmenan. This strengthened the trust of the approximately 2,000 employees and provided stability. A planned IPO was abandoned in favor of independence and organic growth. Today, the group operates over 155 hotels in Europe (including a secured pipeline). In 2024, a major franchise partnership followed with the InterContinental Hotels Group (IHG), the largest of its kind: In record time, not only all 47 the niu properties were integrated, but also over 80% of the total portfolio. Hotels under the brands Novum Hotels, Select Hotels, Yggotel, and acora operate under the IHG brands Garner and Candlewood Suites - for the first time in Europe. The cooperation enables AI-driven and cloud-based processes that improve efficiency and guest experience. Strategically, Novum relies on a hybrid model of lease agreements and selected own developments – flexible, economically strong, and innovative. In parallel, structures were streamlined, office space halved, and core services outsourced.
Values, Sustainability, and Future
Despite corporate structures, Novum Hospitality remains a family business with clear values: freedom, honesty, respect, and unconditional love. Growth should be economically and socially responsible. Social projects are supported through the Nader Etmenan Foundation established in 2015, while environmental goals such as e-mobility, Green Sign certifications, and resource-saving construction methods are actively pursued. With a record turnover of about 480 million EUR in 2024 and another 28 planned hotel openings by 2030, the company looks optimistically to the future. For David Etmenan, it is clear: 'Growth comes from the inside out – with attitude, passion, and humility.'