Hotel investment and hospitality group Amaris Hospitality will rebrand 21 hotels from its 89 strong hotel portfolio and invest over £100 million in the transformation and refurbishment of these hotels.
The announcement follows a strategic review of the company’s portfolio conducted by the Group’s management team.
Currently, more than 50 of the Group’s 89 hotels trade under brands including Jurys Inn, AccorHotels brands such as Mercure and MGallery, and Hilton brands such as Double Tree and Hilton Garden Inn.
The rebranding and investment programme will see Amaris Hospitality significantly expand and strengthen its portfolio of branded hotels by converting 21 hotels which currently form part of The Hotel Collection to Jurys Inn, Mercure and a “leading international upmarket brand”; Add eight properties to the Jurys Inn portfolio, taking its total number to 36; and rebrand 11 hotels to the AccorHotels Mercure brand, bringing the total number of Amaris Hospitality hotels trading under AccorHotels brands to 32.
Other slated changes include rebranding the Glasgow City Hotel, Glasgow, and the iconic Carlton Hotel, Edinburgh, to a leading international upmarket brand in 2016.
The firm has also committed £100 million of capital investment to the transformation, refurbishment and rebranding of these hotels in 2015 and 2016.
Commenting on the announcement, John Brennan, CEO of Amaris Hospitality, said: “I am delighted to announce the results of our detailed, hotel by hotel, strategic review, which sets out our vision for Amaris Hospitality’s future as one of the UK’s most significant owner of hotel properties and operator of a well invested, modernised portfolio of branded hotels.”
“The rebranding and repositioning of these hotels is a key part of our strategy to leverage the size and scale of the unique Amaris Hospitality portfolio of hotel assets to accelerate its growth and development and create the UK’s best performing, most exciting hospitality investment and management company.”
Amaris Hospitality expects to complete the rebranding and investment programme 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 MD Peter Manby. These will not form part of Amaris Hospitality in the long term, the company confirmed.