Hard Rock Hotels London is to debrand, with the 900-room property returning to its previous name of the Cumberland.
Plans to open the UK’s first Hard Rock hotel were first announced back in 2016, and the transformed property was unveiled in June 2019.
But just under four years later owner and operator the Clermont Hotel Group (previously known as GLH Hotels) has taken the decision to relaunch the property as the Cumberland from the end of May 2023.
According to thecaterer.com he move is part of plans to “streamline and reposition” the group’s 17 London hotels under key brands including the Cumberland and Thistle.
Located opposite Marble Arch on the corner of Oxford Street and Great Cumberland Place, the art deco property dates back to the 1930s and was named after the Duke of Cumberland pub which previously stood on the site.
Clermont Hotel Group said that “The transformation to The Cumberland will see the creation and expansion of the food and beverage offering, an evolution of entertainment space, as well as the amplification of a suite of meeting and event spaces with a fully integrated online booking platform to provide event organisers with a simple and seamless booking journey”.
The group added that “All existing bookings will be honoured, with full refunds available”.
Commenting on the decision Gavin Taylor, chief executive officer at Clermont Hotel Group, said:
“The journey with Hard Rock International has been valuable and as we start a new chapter of development, our focus will remain on providing great experiences and quality service for our guests on the back of the Cumberland’s rich history in London and the music scene.
“We are excited about the future of the venue, and we look forward to sharing more over the coming weeks and months.”
