Amaris Hospitality will rebrand 21 hotels from its 89 strong UK hotel portfolio and invest over £100 million in the transformation and refurbishment of these hotels.
The decision follows a comprehensive strategic review of the entire Amaris Hospitality portfolio conducted by the group’s management team with the aim of maximising the synergies, performance and growth opportunities for the group.
Currently over 50 of the group’s 89 hotels trade under leading brands including its own brand Jurys Inn, AccorHotels brands such as Mercure and MGallery, and Hilton brands such as Double Tree and Hilton Garden Inn.
The rebranding and investment programme will see Amaris Hospitality significantly expand and strengthen its portfolio of branded hotels by converting 21 hotels which currently form part of The Hotel Collection to Jurys Inn, Mercure and a leading international upmarket brand.
At the same time Amaris will increase the scale and footprint of the highly successful Jurys Inn chain from 28 to 36 hotels by adding eight strategically located hotel properties in key cities and airports to the Jurys Inn portfolio.
Following the signing of a commercial agreement with AccorHotels, Amaris will rebrand 11 of its hotels to the AccorHotels Mercure brand, bringing the total number of Amaris Hospitality hotels trading under AccorHotels brands to 32.
Amaris is also committing an ambitious £100 million of capital investment to the transformation, refurbishment and rebranding of these hotels in 2015 and 2016.
Commenting on the announcement, John Brennan, chief executive of Amaris Hospitality, said: “I am delighted to announce the results of our detailed, hotel by hotel, strategic review, which sets out our vision for Amaris Hospitality’s future as one of the UK’s most significant owner of hotel properties and operator of a well invested, modernised portfolio of branded hotels.
“The rebranding and repositioning of these hotels is a key part of our strategy to leverage the size and scale of the unique Amaris Hospitality portfolio of hotel assets to accelerate its growth and development and create the UK’s best performing, most exciting hospitality investment and management company.”
Amaris Hospitality expects to complete the rebranding and investment programme by the end of 2016.