niu, the brand for modern hotel guests, will be completing the NOVUM Hotel Group brand portfolio soon. niu is situated in the mid-scale segment and meets individual demands for comfort and trip purposes. Through the english word „new“ ([nju]) and following the name NOVUM (no̱·vum = sth new, sth that was not here before), the stringent and harmonious brand image was created: niu. niu, as a brand name, reflects NOVUM‘s international ambitions through the identical pronounciation in all the different languages. niu stands out particularly thanks to its inner values: The guest can expect a living lobby with a sophisticated F&B concept and delicious selections, modern room compositions as well as a special bathroom concept, which will cause a stir in this segment. „To create a lively und vibrant lobby is no empty phrase for us, but an expression of our understanding of our guests’ needs. With niu, we satisfy the standards of our guests, particularly the Generation Y and Z ones. We bring generations together in our living lobby, treat you to our select and contemporary F&B concept and thus create a vivid place, which welcomes hotel guests as well as neighbourhood guests alike“, says David Etmenan, CEO of NOVUM Hotel Group. At present, there are 27 secured niu hotel projects in Germany and internationally, with various more projects planned throughout Europe.