LADBROKE is to drop the Hilton National brand when its planned acquisition of Stakis goes ahead.
The group said it has been unhappy with the Hilton National brand and the purchase of Stakis was an ideal time to do something about it.
A Hilton spokesman said: “There is a small element of confusion between the Hilton and the Hilton National brand but the main reason is we just don’t think the name works.”
Ironically it was Stakis chief executive David Michels who originally came up with the Hilton National brand when he was Hilton UK managing director in 1991.
Under the terms of Ladbroke’s bid for Stakis, Michels will become chief executive of Hilton International.
The spokesman said although the Hilton National name would be scrapped, the replacement would still incorporate the Hilton brand.
Although Ladbroke initially said it would rebrand the Stakis hotels under the Hilton name, the spokesman said it has not ruled out incorporating the Stakis brand in some way.
Industry sources believe the most likely choice would be Stakis by Hilton.
There are currently 23 Hilton National hotels and 53 Stakis properties in the UK.