GLH Hotels is launching a new four-star brand called Every Hotels.
The new brand will remove the "wasted space" taken up by restaurants, ballrooms, meeting spaces, spa and swimming pools.
Instead, Every properties will offer "bedrooms with the same up-market comfort and quality, but without needing the excessive investment and overheads that accompany extensive non-rooms facilities".
The first four Every Hotel properties will be converted Thistle hotels in central London.
First to open in November will be Every Piccadilly (formerly Thistle Piccadilly), followed by Every Hyde Park (formerly Thistle Kensington Gardens ), Every Leicester Square (formerly Thistle's Royal Trafalgar) and Every Bloomsbury (formerly Thistle's Bloomsbury Park).
GLH plans to add up to 50 further Every hotels globally by the end of the decade.
GLH chief executive Mike DeNoma said: "The four star full-feature hotel product is a dinosaur for many cities around the world. We estimate half of all four-star hotels outside gateway cities have too many restaurants and barely used meeting facilities.
"The four-star sector continues to bury its long neck in the sand, in the face of changing customer needs. Every is our direct response to owners and developers burdened with legacy buildings who are keen for a new four-star option that responds to the changing market."
Colin Roy, chief marketing officer at GLH, added: "The Every offer will be underpinned with great locations, great technology and a hassle free experience. We look forward to welcoming guests from around the world through the doors of this new and exciting format."
GLH is also this year launched the four-star Amba brand (see news, October 2013).
glhhotels.com, every-hotels.com
Graham Smith
