Dublin-based Dalata Hotel Group has set plans to rebrand the newly acquired Hotel La Tour in Birmingham. The city center hotel, which the group purchased for £31 million, will operate under the Clayton brand by the end of 2017, Birmingham Post reported.
Dalata currently has some presence in the UK, but Hotel La Tour will be its first property in the Midlands. Opened on Park Street in 2012, the hotel has 174 guestrooms, a gym, a conference and event space and Mr. White's English Chophouse operated by TV chef Marco Pierre White. Dalata has planned to add more guestrooms to the existing property. The hotel is near the location of the new HS2 high-speed rail terminal, which is set to open in 2026.
Dermot Crowley, DCE of business development and finance with Dalata, said in a statement, "The acquisition is consistent with our stated strategy of rolling out both our Maldron and Clayton hotel brands across the larger UK cities."
Property consultancy JLL advised Hotel La Tour's previous owner on the transaction. Gavin Wright, director of hotels and hospitality at JLL, told Birmingham Post, "This transaction represents the largest hotel transaction in Birmingham this year both in terms of lot size and price per room. The Birmingham hotel sector saw its most successful year in 2016 and projects such as the proposed £50 billion HS2 development are making the city an attractive place to invest."