Amaris Hospitality, the leading hotel investment and hospitality group, has today announced its intention to rebrand 21 hotels from its 89 strong hotel portfolio and invest over £100 million in the transformation and refurbishment of these hotels.
The decision follows a comprehensive strategic review of the entire Amaris Hospitality portfolio conducted by the Group’s management team with the aim of maximising the synergies, performance and growth opportunities for the Group.
Currently over 50 of the Group’s 89 hotels trade under leading 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 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.
- Increasing the scale and footprint of the highly successful Jurys Inn chain from 28 to 36 hotels by adding eight strategically located hotel 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.
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 Managing Director Peter Manby. These will not form part of Amaris Hospitality in the long term.
About Amaris Hospitality
Amaris Hospitality was established by Lone Star in July 2015 and brought together 89 individual hotel properties, from four separate portfolios acquired by Lone Star over the last two years. Its hotels trade under leading brands such as Jurys Inn, Mercure, MGallery, DoubleTree by Hilton and Hilton Garden Inn.
Currently, the Group has over 15,000 rooms, employs over 8,000 people and its business divisions have combined sales totalling more than £450 million, making Amaris Hospitality one of the largest hotel owners and managers in the UK.
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 significantly enlarge the Jurys Inn chain of hotels and 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