Hilton International is to inject millions of pounds into its four-star Hilton National brand and will also rename it.
The move follows the sell-off of nine of its four-star Stakis and Hilton National hotels to Norwich Union for £69m.
Executives in the company believe the ailing Hilton National brand has held the chain back and is changing its name to just Hilton.
Hilton International UK and Ireland managing director Anthony Harris said: “The Hilton National experience was a bitter pill to swallow and it failed because there was no investment in the product. Now we are going through enormous investment to put Hilton back as the brand people have always equated with quality.”
The revitalisation of the brand follows the purchase in February of the 54-strong Stakis Hotel chain.
Hilton International chief executive David Michels, formerly Stakis chief executive, pinpointed a total of 12 Hilton and Stakis hotels that needed to be sold off. Two hotels have yet to be sold.
Norwich Union has bought Bristol’s four-star Hilton; Glasgow’s Stakis Ingram; Stakis Leeds; The Royal Berkshire Hotel in Ascot; Stakis Harewood in London; Livingston’s four-star Hilton; Stakis in Gourock near Glasgow; Perth’s Stakis; and Stakis Aberdeen City Hotel. All of them will be managed by Jarvis Hotels and carry its brand.
Hilton is rebranding the remaining 48 Stakis hotels to Hilton. The 10-strong five-star brand Hilton International will keep its name.
Hilton International has just sold one of its hotels to Jarvis – the 377-room Hilton London Regents Park Hotel which it will rebrand to the Jarvis International Regent Park.
Hilton International – UKstructure
n Hilton International – five-star chain: 10 properties.
n Hilton National – four-star chain: 21 properties. Changing name to Hilton.
n Hilton Associate Hotels – two properties, not branded Hilton.
n Stakis Hotels – six sold to Norwich Union, but 48 remaining. To be renamed Hilton.