A £100 million transformation and refurbishment plan for more than 20 UK hotels has been unveiled by Amaris Hospitality.
The decision to rebrand 21 hotels from its 89-strong portfolio follows a comprehensive strategic review.
The company expects to complete the rebranding and investment by the end of 2016.
The aim is to maximise synergies, performance and growth opportunities for the group.
Currently more than 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 21 hotels which form part of The Hotel Collection rebranded to Jurys Inn, Mercure and an unnamed leading international upmarket brand.
Eight strategically-located hotels in key cities and airports will be added to the Jurys Inn portfolio.
Eleven hotels will come under the AccorHotels Mercure brand, bringing the total number of Amaris Hospitality hotels trading under AccorHotels brands to 32.
The Glasgow City Hotel and the iconic Carlton Hotel in Edinburgh will take on the name of an international upmarket brand in 2016.
The £100 million will be spent on the transformation, refurbishment and rebranding of the hotels in 2015 and 2016.
Hotels remaining in the Hotel Collection will operate as a group of individual UK provincial hotels led by current managing director Peter Manby. They will not form part of Amaris Hospitality in the long term, according to the company.
Company chief executive, John Brennan, 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.”