Eschborn, December 2025. BWH Hotels Central Europe and ipartment are joining forces: a partnership agreement has been signed 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 tap into new target groups, markets and market shares in Germany and, in the future, also in Europe. Initially, eight ipartment properties with a capacity of around 1,000 units will be affiliated with BWH Hotels under the newly launched long-stay brand @home by Best Western.
In December 2025, the following five locations will initially be available for booking: Darmstadt, Berlin Airport, Berlin Mitte, Braunschweig and Wolfsburg. These will be followed by the cities of Böblingen, Cologne Opera and Leverkusen – further locations are in development. ‘Our partnership with ipartment expands BWH Hotels' offering to include the growth-oriented long-stay market segment. Based on a global service portfolio, we are tapping into new target and customer groups,’ explains Marcus Smola. ‘This strategic move strengthens BWH Hotels' market position by adding additional hospitality offerings.’
Win-win situation in the short to long-stay segment
While BWH Hotels benefits from the partnership through the integration of a new accommodation segment, proven long-stay expertise and a strong project pipeline, ipartment gains new international potential in the short- and mid-stay sector. ‘Together with BWH Hotels, we are increasing our international reach and addressing new guest groups across countries,’ says Ralph Stock, describing the synergy benefits for ipartment. "We have been growing organically in the serviced apartment market for 15 years with a convincing occupancy rate in the long-stay segment of often over 90 per cent. With BWH Hotels, we are entering into a win-win partnership and taking the next logical step in our development in the short- and mid-stay market without neglecting our core competence in the long-stay segment." As part of the new partnership, ipartment guests can take advantage of BWH's global loyalty programme. The serviced apartment specialist will have access to the BWH Development Network. ‘We are operating the new @home by Best Western properties as a so-called collection model, which enables our partner to further strengthen the ipartment brand while benefiting from our global network of services and marketing,’ adds Smola.
Flexible accommodation experience for business and leisure
The focus of the new long-stay brand @home by Best Western is on providing a high-quality accommodation experience with everything guests could wish for during a comfortable business or leisure stay. This includes fully equipped kitchens with self-catering facilities, convenient services that make everyday life easier, such as cleaning and laundry services, and, depending on the location, a self-service supermarket and use of neighbouring gyms. A high degree of digitalisation offers guests maximum independence and flexibility. ‘With this partnership, we are strengthening our portfolio in the B2B and corporate sector while also creating a more attractive offering for individual travellers,’ explains Carmen Dücker, Managing Director of BWH Hotels Central Europe GmbH.
Further information at BWH Hotels and ipartment
