Amaris unveils £100m rebrand of 21 hotels

Amaris Hospitality has announced it will invest more than £100 million in rebranding 21 of its 89 UK hotels.

The group will refurbish the properties, which are currently part of The Hotel Collection, and rebrand them as Jurys Inn, Mercure and a soon-to-be-announced international upmarket brand.

Eight of the properties will join Jurys Inn, 11 will join Accorhotels’ Mercure and two, including The Carlton Hotel, Edinburgh, will become part of the upmarket brand.

Owned by private equity firm Lone Star, Amaris was created in July. Its current portfolio numbers 28 Jurys Inn, 21 Mercure and three Hilton hotels.

The eight hotels joining Jurys Inn 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; and The Hinckley Island Hotel, Leicestershire.

The 11 hotels joining Mercure 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; and The Daventry Court Hotel, Northamptonshire.

John Brennan, Amaris CEO, said: “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.”,

Graham Smith

Jurys Inn Birmingham completes £4.7m revamp

Jurys Inn Birmingham has completed a £4.7 million refurbishment project, as part of a wider £25 million investment into the group’s properties.

All of the hotel’s guest rooms have been refurbished, and now feature “darker wood furnishings, warmer fabrics and new large comfortable armchairs”, with selected rooms also now offering super king-size beds.

New bar and restaurant The Grill on Broad Street features an open kitchen and “voile partitions that afford a more intimate atmosphere”, as well as design elements including chandeliers made from green wine bottles.

The hotel’s 20 meeting rooms and public spaces have also been refurbished.

Jurys Inn is investing £25 million into refurbishment projects across its portfolio between 2012 and 2014, with 1,005 rooms already having benefitted, including those at the Jurys Inn Chelsea in London (see Capital Investment in the July / August 2012 edition of Business Traveller).

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Report by Mark Caswell