LoneStar’s hotel management platform, Amaris Hospitality, is investing £100m into its 89-strong UK portfolio and rebranding 21 of its assets.
More than 50 of Amaris’ 89 hotels currently trade under brands, including its own brand, Jurys Inn; Accor 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 convert 21 hotels that currently form part of The Hotel Collection into Jurys Inn, Mercure and an international upmarket brand.
Amaris also aims to increase the scale and footprint of the 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 Accor, Amaris plans to rebrand 11 of these hotels to the Accor Mercure brand, bringing the total number of Amaris Hospitality hotels trading under Accor brands to 32.
It will also rebrand the Glasgow City Hotel and the Carlton Hotel in Edinburgh into an international upmarket brand in 2016.
Amaris Hospitality’s chief executive officer, John Brennan, said: “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.”
Hotels remaining in the Hotel Collection will continue to be retained by Lone Star and will operate as a portfolio of individual UK provincial hotels trading as The Hotel Collection, led by managing director Peter Manby. These will not form part of Amaris Hospitality in the long term.
