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 ©BWH Hotels
Eschborn, December 2025. BWH Hotels Central Europe and ipartment are joining forces: a partnership has been agreed 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 – with further locations 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 percent. 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 program. 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 for business and leisure
The new long-stay brand @home by Best Western focuses on providing a high-quality accommodation experience with everything guests could want for a comfortable business or leisure stay. This includes fully equipped kitchens with the option of self-catering, 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 nearby fitness studios. A high degree of digitalization offers guests maximum independence and flexibility. “With this partnership, we are expanding our offering to include a contemporary room product that is suitable for both tourist stays and business trips – regardless of whether for short or long-term stays. This gives our guests additional flexibility and at the same time strengthens our position in the growing long-stay segment,” explains Carmen Dücker, Managing Director of BWH Hotels Central Europe GmbH.
Further information at BWH Hotels and ipartment
Press contact:
BWH Hotels Central Europe GmbH
Austria | Croatia | Czech Republic | Germany | Hungary | Liechtenstein | Luxemburg | Slovakia | Slovenia | Switzerland
Frankfurter Strasse 10-14, 65760 Eschborn, Germany
Tel. +49 (61 96) 47 24 -301
E-Mail: presse@bwhhotels.de |Web: www.bwhhotels.de / www.bestwestern.de/presse
ipartment GmbH
Melanie Brochhaus-Piel | Tel +49 177 683 1678
E-Mail: brochhaus@ipartment.de | Web: www.ipartment.de