Leading hotel investment and hospitality group Amaris Hospitality is to invest £5.6 million in the rebranding and further enhancement of its landmark 210 bedroom 4 star Waterfront Hotel, Brighton.
The iconic hotel, situated next to Brighton Pier, will become Jurys Inn Brighton Waterfront and will be the second Jurys Inn hotel in Brighton. The group will invest £5.6 million to further enhance and refresh the hotel’s 210 rooms and extensive conferencing and meeting room facilities.
Amaris Hospitality will also invest £1.9 million into its existing Jurys Inn Brighton hotel bringing its total investment in the area to £7.5 million.
These moves form part of a £100 million capital investment programme the group is currently undertaking to transform, rebrand and reposition over 22 hotels in its 89 strong portfolio of hotel properties.
This marks the ninth addition to the Jurys Inn chain after Amaris Hospitality added eight hotels to the brand in October, as well as converting 11 hotels to the Mercure brand and three to Hilton Worldwide brands.
The rebranding and repositioning programme forms part of a strategy to leverage the size and scale of the Amaris Hospitality portfolio of hotel assets to accelerate its growth and development and create the UK and Ireland’s best performing, most exciting hospitality investment and management company.
John Brennan, CEO of Amaris Hospitality, said: “We are delighted to be adding such a high performing hotel to the Jurys Inn brand. This initiative will see the hotel leverage its prime location, next to Brighton’s famous pier, with a significant investment programme to further enhance its exceptional customer service and business performance.”
“I have all confidence that our guests will enjoy a smooth and seamless transition as we reposition the Waterfront hotel to the Jurys Inn brand. With an exceptional leadership team and dedicated employees we hope to complete the transformation of both properties in Brighton by Q4 2016.”
The transformation programmes will be led by Simon Quarrell, general manager The Waterfront Hotel, and Damien Doyle, general manager Jurys Inn Brighton.