German chain to rebrand Hannover’s Novotel Suites

Pictured: the property that is currently Novotel Suites Hannover City.
Germany’s Aspire Hotel Group continues to execute its growth strategy by taking over an existing property in Hannover.

Currently run under the Novotel Suites brand, the site will switch operators on 1 June 2024.

Modernisation plans

When Aspire begins its reign, the hotel will undergo a gradual modernisation and automation process, ensuring guests experience the highest level of comfort and contemporary amenities.

Located prominently at Hannover’s main train station, this 123-room hotel, owned by HDM Zwei, represents a significant step in the expansion of the operator’s portfolio.

Acquisition alignment

This franchise hotel acquisition aligns with Aspire’s long-term growth strategy, which aims to expand the portfolio while maintaining the highest quality standards.

The company is currently in discussions with Accor, the parent company of Novotel Suites, and other franchise partners to further solidify its position as a significant player in the hotel industry.

Aspire’s aspirations

Aspire recently revealed its aim is to open 20 high end sites across the DACH countries (Germany, Austria and Switzerland) by 2027.

Under the established Aspire brand, the company will open 10 boutique hotels in tier one, two and three cities in the DACH region, with the other half of the proposed pipeline comprising 10 new franchise hotels in first class city centre locations.

Already in the pipeline for the company is the 60-key Aspire Palais Recklinghausen, overhauling the former City Hotel Recklinghausen in northwestern Germany for reopening in Q1 2024.