First voco Hotel for Hamburg: NOVUM Hospitality and IHG Hotels & Resorts Confirm Joint Growth in the Upscale Segment

The Hamburg-based hotel group NOVUM Hospitality and IHG Hotels & Resorts are
continuing their expansion plans with another project under the voco Hotels brand: a long-term lease was recently signed for the new voco Hamburg-Altona, featuring 143 rooms. Following the voco Berlin Alexanderplatz announced in June, this is already the second upscale hotel project being realized as part of the strategic collaboration between the two hotel companies.

Prime location in Hamburg-Altona

The future voco Hamburg-Altona is being built on Schleswiger Straße, in the immediate vicinity of Hamburg-Altona station, one of the Hanseatic city's most important transportation hubs. The central location in the Western part of the city combines urban flair with excellent accessibility: long-distance and regional trains, as well as S-Bahn and bus lines, are within walking distance. Direct connections to public transport and the A7 motorway make the location equally suitable for business and leisure travelers.

The location also scores points for its proximity: Altona is increasingly becoming a hotspot for the creative industries, modern urban development, and cultural diversity. The nearby Elbe beach, Ottensen's shopping streets, and numerous restaurants and leisure activities further underscore the district's appeal.

With its typical voco character—characterized by relaxed comfort, stylish design, and modern, personalized service—the new hotel concept will offer guests a comfortable and authentic stay experience in the urban heart of Hamburg in a total of 143 rooms. The new hotel is currently scheduled to open in 2028.

Trustful project partnership

The upscale project is being developed by NOVUM Real Estate Development GmbH, part of the family office of the owner-managed company structure. The project partner is GATE Hospitality & Design mbH, which also acts as project manager.

With this second voco project in Germany, NOVUM Hospitality and IHG are establishing their position in the growing upscale segment and underscoring the importance of their strategic partnership. Further joint developments are already being planned.