Amaris Hospitality has announced its intention to rebrand 21 hotels from its portfolio of 89 properties and invest more than £100 million in the transformation and refurbishment of these hotels.
The decision follows a review of the company's portfolio conducted by the group’s management team with the aim of maximizing performance and growth opportunities.
Currently, more than 50 of the Group’s 89 hotels trade under brands including its own brand Jurys Inn, AccorHotels brands such as Mercure and MGallery, and Hilton brands such as Double Tree and Hilton Garden Inn.
The rebranding and investment program will the company expand and strengthen its portfolio of branded hotels by:
· Converting 21 hotels that currently form part of The Hotel Collection to Jurys Inn, Mercure and a leading international upmarket brand.
· Increasing the scale and footprint of the Jurys Inn chain from 28 to 36 hotels by adding eight properties in key cities and airports to the Jurys Inn portfolio.
· Following the signing of a commercial agreement with AccorHotels, rebranding 11 of these hotels to the AccorHotels Mercure brand, bringing the total number of Amaris Hospitality hotels trading under AccorHotels brands to 32.
· Rebranding the Glasgow City Hotel, Glasgow, the iconic Carlton Hotel, Edinburgh to a leading international upmarket brand in 2016.
· Committing an ambitious £100 million of capital investment to the transformation, refurbishment and rebranding of these hotels in 2015 and 2016.
Amaris Hospitality expects to complete the rebranding and investment program by the end of 2016.
Hotels remaining in the Hotel Collection will continue to be retained by Lone Star and will operate as a portfolio of individual UK provincial hotels trading as The Hotel Collection, led by current Managing Director Peter Manby. These will not form part of Amaris Hospitality in the long term.
Hotels rebranding to Jurys Inn
Eight hotels will be rebranded and added to the Jurys Inn portfolio of hotels. These are:
· The Inverness Hotel, Inverness
· The Aberdeen Skyway Hotel, Aberdeen Airport
· The Middlesbrough Hotel, Middlesbrough
· The East Midlands Skyway Hotel, Derby
· The Parc Hotel, Cardiff
· The Golden Valley Hotel, Cheltenham
· The Oxford Hotel, Oxford
· The Hinckley Island Hotel, Leicestershire
This will bring the total number of Jurys Inn hotels to 36.
Hotels rebranding to AccorHotels brands
Under the agreement signed with AccorHotels, 11 hotels from the current Hotel Collection portfolio will be rebranded to Mercure. These are:
· The Caledonian Hotel, Aberdeen
· The Atlantic Tower Hotel, Liverpool
· The Grand Hotel, Bristol
· The Brands Hatch Hotel, Dartford
· The County Hotel, Newcastle
· The Portland Hotel, Manchester
· The Noke Hotel, St Albans
· The Rougemont Hotel, Exeter
· The Haydock Park Hotel, Haydock
· The Walton Hall hotel, Warwickshire
· The Daventry Court Hotel, Northamptonshire