REZsolutions is to acquire the assets of Prima Hotels for an undisclosed sum so that it will become a sister company to rival consortia Summit, Sterling and Golden Tulip Worldwide.
At present, Prima is part of HRIwhich also owns upmarket consortium Leading Hotels of the World.
The acquisition is due to be completed by May 1 and will see the 110-strong Prima Hotels brand taken on and managed by REZsolutions’ hotel brand division REZsolutions Hospitality Group.
Prima Hotels president Marshall Calder said the decision was made after a strategic review which started 18 months ago.
“A key finding was the need to rebrand and reposition Prima Hotels in order to develop the full potential of our member hotels,” he said.
“After careful deliberation and negotiation, it was determined that RHGwas the right partner – possessing a compatible profile, the requisite infrastructure and the depth of resources for the task.”
RHG managing director Michael Ball said it was first approached by HRIto form a technology partnership but decided it also wanted to protect the competitiveness of its own brands.
“We will now have control over a brand that was previously a direct competitor to our own Summit and Sterling brands,” he said.