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Amaris Hospitality has announced it will rebrand 21 of its 89 hotels and invest more than £100 million in the “transformation and refurbishment” of the properties.
The hotel investment and hospitality group is converting the 21 hotels which form part of The Hotel Collection to Jurys Inn, Mercure and a leading international upmarket brand due to be announced in the next few weeks.
Amaris is owned by private equity firm Lone Star which created the company in July and includes 29 Jury’s Inn hotels, 21 Mercure and three Hilton properties.
Amaris CEO John Brennan, said: “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.”
Amaris said the rebranding and investment programme will increase the “scale and footprint” of the Jury’s Inn chain from 28 to 36 by adding eight “strategically located” properties in key cities and airports.
The company also announced that following the signing of a commercial agreement with Accor Hotels, rebranding 11 of these hotels to the Accor Hotels Mercure brand, bringing the total number of Amaris hotels trading under Accor brands to 32.
It will also rebrand the iconic Carlton Hotel, Edinburgh to a leading international upmarket brand by 2016.