CHOICEHotels Europe is launching its four-star Clarion brand in the UK this month after signing a deal to operate seven former Lyric hotels.
It will rebrand two of the Lyric properties, in Telford and Blackburn, as Clarion and bring the rest under its mid-market Quality brand.
The group had set a target to bring its Clarion brand to the UKin 1998.
Chief executive Tony Potter said:”It was important to wait until we found the right properties in locations that could truly operate and trade successfully in the four-star deluxe market.
“Telford and Blackburn meet the brand’s criteria for location as they are important commercial centres.
“We intend to develop the Clarion brand further in the UK but will only do so when we have identified the right properties in the right locations.”
In Europe, Choice already has Clarion properties in Paris, Tours, Gottingen, Dublin andKillarney.