NOVUM Hospitality, has appointed Samira Said (born Etmenan) as the new Chief Executive Officer, sharing the role with her brother, David Etmenan, who is the current CEO and owner.
Samira Said’s new role as co-CEO builds on her extensive experience within the company. Previously, she served as Chief Brand Officer, where she was instrumental in developing the upper-midscale brand, the niu. Her work ensured that each hotel within the niu brand aligned with the company’s lifestyle-focused values. Additionally, Samira played a crucial role in the successful completion of NOVUM Hospitality’s partnership with IHG Hotels & Resorts, a deal finalized in April 2024.
As co-CEO, Samira Said will focus on managing the changes required to integrate and implement the co-branding and rebranding initiatives related to this partnership. She will oversee onboarding and integration processes, particularly in relation to the co-branded Holiday Inn – the niu and the European launch of IHG’s Garner TM and Candlewood Suites® brands.
In her expanded role, Samira will take on a broader range of responsibilities, including the strategic management of hotel operations, the development of marketing strategies, and the coordination of projects. Her efforts will be directed towards optimizing daily operations at the hotel level, enhancing brand visibility, and increasing customer loyalty. Additionally, she will oversee the overall commercial strategy within the company’s cooperation network and ensure the efficiency of its operating facilities.
The introduction of dual leadership at NOVUM Hospitality is intended to improve efficiency in a complex and competitive market environment. The combined leadership of Samira Said and David Etmenan is expected to provide significant advantages as the company continues to establish new brands and integrate innovative processes. The leadership team is further supported by Christian Moll, Deputy CEO, and Dr. Stefan Gneuss, CFO, who will work closely with the co-CEOs.
