BWH Hotels and ipartment terminate partnership

Eschborn, December 2025. BWH Hotels Central Europe and ipartment are embarking on a joint path in the future: A partnership was concluded by Marcus Smola, Managing Director of BWH Hotels Central Europe GmbH, Carmen Dücker, Managing Director of BWH Hotels Central Europe GmbH, and Ralph Stock, founder and CEO of ipartment GmbH.

The international hotel network BWH Hotels and one of the leading providers of serviced apartments – ipartment – are joining forces to reach new target groups, markets and market shares in Germany and, in the long term, also in Europe. Eight ipartment properties with a capacity of around 1,000 units are to be connected to BWH Hotels for the time being under the newly introduced long-stay brand @home by Best Western.

In December 2025, the following five locations are initially available for booking: Darmstadt, Berlin Airport, Berlin Mitte, Braunschweig and Wolfsburg. Subsequently, the cities of Böblingen, Cologne Opera and Leverkusen will follow – further locations are in development. „Our partnership with ipartment expands the BWH Hotels offering to the growth-oriented long-stay market segment. Based on a global portfolio of services, we are opening up new target and customer groups,“ explains Marcus Smola. „This strategic step strengthens BWH Hotels“ market position through additional hospitality offerings.”

Win-win situation in the short- to long-stay segment

By leveraging the integration of a new overnight segment, proven long-stay expertise, and a strong project pipeline, BWH Hotels are opening up new international potential in the short and mid-stay segment. „Together with BWH Hotels, we are increasing our international reach and addressing new guest groups across countries,“ describes Ralph Stock the synergy benefits for ipartment. „We have been growing organically in the serviced apartment market for 15 years with a compelling occupancy rate in the long-stay segment of often over 90 percent. With BWH Hotels, we are launching a win-win partnership and taking a logical next step in the short and mid-stay market, without neglecting our core expertise in the long-stay segment.“ As part of the new partnership, guests of ipartment can use BWH’s global loyalty program. The serviced apartment specialist now has the opportunity to access the BWH Development network. „We are introducing the new @home by Best Western properties as a so-called Collection model, which allows our partner to further strengthen the ipartment brand while benefiting from our global network of services and marketing,“ adds Smola.

Flexible overnight experience for business and leisure

The focus of the new long-stay brand @home by Best Western is on a high-quality overnight experience, with everything guests need for a comfortable business and leisure stay. This includes fully equipped kitchens with the option of self-catering, comfortable services that make everyday life easier, such as cleaning and laundry services, and, depending on the location, a self-service supermarket and the use of nearby fitness studios. A high level of digitalization offers guests maximum independence and flexibility. „With the partnership, we are strengthening our portfolio in the B2B and corporate sector while at the same time creating an even more attractive offering for individual travelers,“ explains Carmen Dücker, Managing Director of BWH Hotels Central Europe GmbH.

Further information can be found at BWH Hotels and ipartment