Guoman Hotels has rebranded as GLH and is planning to open hotels in 100 major cities around the world in the next decade.
GLH will launch three new brands over the next year, the first of which will be a luxury brand next month. The two other brands will be announced later this year.
There are currently 36 GLH hotels in the UK - five previously came under the Guoman brand and the remainder are Thistle properties.
While the Guoman name - which many had difficulty in pronouncing correctly - will be retired, the Thistle name is expected to remain.
GLH promises to offer "more flexible terms and conditions to property owners and developers which challenge the status quo and redress the risk/reward balance within the industry".
It also hopes to "give autonomy to our individual hotels" by allowing each property to make more of its own decisions.
Mike DeNoma, GLH CEO, said: "We're delighted to launch GLH, a new hotel company that signifies our intent and ambition to unlock human potential and give property owners and developers a new deal."
For more information, visit glhhotels.com.