GLH Hotels is launching a new four-star brand called Amba.
The first four properties will all be located in London - at Buckingham Palace Road, Charing Cross, Marble Arch and Tower Bridge.
These hotels will reopen following major refurbishments, with Buckingham Palace Road the first Amba hotel to launch in June 2014.
How it will look: GLH will convert its Thistle Tower Hotel into an Amba property
The news comes just weeks after GLH unveiled plans for an upmarket, five-star chain of hotels called Clermont (see news, October 2).
The Singapore-based firm aims for Amba to become Europe's largest four-star hotel chain by 2015 with 2,088 rooms.
It said it will be investing a further £70 million into the brand and aims to grow it to around 30 properties in the UK with further growth internationally in China, Malaysia and the US.
Amba is being set-up to address "unmet client needs in the four-star sector - better and more personalised service, seamless technology that actually works and authentic experiences in the best locations around the world".
Central: The Amba in Marble Arch will be one of the brand's four initial London hotels
Technology will be at the forefront of Amba's concept. According to GLH, there will be a Smart TV in every room, and wifi will be free and "the fastest" available.
Mike DeNoma, CEO of GLH, said: "We're excited to launch Amba a new hotel brand that signifies our intent and ambition to unlock human potential and give property owners and developers a new deal in the four-star market."
glhhotels.com
How it will look: GLH will convert its Thistle Tower Hotel into an Amba property
The news comes just weeks after GLH unveiled plans for an upmarket, five-star chain of hotels called Clermont (see news, October 2).
The Singapore-based firm aims for Amba to become Europe's largest four-star hotel chain by 2015 with 2,088 rooms.
It said it will be investing a further £70 million into the brand and aims to grow it to around 30 properties in the UK with further growth internationally in China, Malaysia and the US.
Amba is being set-up to address "unmet client needs in the four-star sector - better and more personalised service, seamless technology that actually works and authentic experiences in the best locations around the world".
Central: The Amba in Marble Arch will be one of the brand's four initial London hotels
Technology will be at the forefront of Amba's concept. According to GLH, there will be a Smart TV in every room, and wifi will be free and "the fastest" available.
Mike DeNoma, CEO of GLH, said: "We're excited to launch Amba a new hotel brand that signifies our intent and ambition to unlock human potential and give property owners and developers a new deal in the four-star market."
glhhotels.com 
