Amaris Hospitality will rebrand its Waterfront hotel in Brighton as a Jurys Inn property next year.
The agreement will see the hotel become Jurys Inn Brighton Waterfront, the brand’s second property in the town, by the fourth quarter.
Amaris said it is investing £5.6 million in the refurbishing the property’s 210 guestrooms and its conference and meeting room facilities.
The group will also spend £1.9 million on renovating its existing Jurys Inn Brighton hotel.
John Brennan, Amaris Hospitality CEO, said: “We are delighted to be adding such a high performing hotel to the Jurys Inn brand. This initiative will see the hotel leverage its prime location, next to
Brighton’s famous pier, with a significant investment programme to further enhance its exceptional customer service and business performance.
“I have all confidence that our guests will enjoy a smooth and seamless transition as we reposition the Waterfront hotel to the Jurys Inn brand.”
The announcement forms part of the group’s £100 million investment programme in rebranding 21 of its 89-strong UK portfolio (see news, October 6).