Amsterdam-based CityID Group has announced plans to rebrand as The July Group, alongside the creation of new hotel collection The July Hotels.
The brand will initially comprise two existing hotels in Amsterdam, namely The July – Boat & Co, and The July – Twenty Eight.
The group’s third property – ID Aparthotel – will be renamed ID Aparthotel by The July, “to illustrate its difference to the other hotels on the platform”.
Referring to itself as “a series of premium life-centred apartment-hotels”, The July Hotels brand intends to expand overseas, with the addition of three more properties.
The July – London (pictured below) will offer hybrid apartment-hotel accommodation in the city’s Victoria district, while The July – Dublin will be located on the corner of Capel Street and Little Strand Street.
Finally a Lisbon property is also in the pipeline, featuring a central interior garden with full-lingth swimming pool and open plan restaurant.
The group said that the collection’s name “captures the essence of the best month of the year”, with creative brand manager Evi-anne Knijnenburg stating that “The month of July is the perfect mix of work and play, where everything seems doable”.
“There’s a buzz and energy to it. You’ve found your flow, able to effortlessly balance rest and adventure, me-time and connecting time. You’re writing new chapters of your story and living in the moment. We want every guest to feel that energy and excitement at every location around the world.”
The press release also talks of amenities including fully equipped kitchens, as well as “personal welcome notes, honesty bars, a bike to use, recipe books in apartments”.
Business Traveller will report further on the brand as more information becomes available.
