Forte has rebranded one of the last remaining Excelsior hotels to Le Meridien as part of a long-term plan to incorporate the properties into its other brands.
The Excelsior Hotel Heathrow has undergone a £13m refurbishment and will now focus on attracting the international business traveller as Le Meridien Excelsior.
Le Meridien Hotels London Airports area manager Derek Picot said: “The Excelsior has always concentrated on the UK market but we want to have a global focus. We are looking to create more consistency in standards and have introduced The Royal Club, a new concept offering an all-inclusive deal for room, breakfast, evening cocktails, snacks and a limousine service all day.”
He said the Heathrow hotel was the first of Le Meridien hotels to launch the new initiative which will increase the group’s focus on international sales.