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Hotel firm GLH is to launch a second new brand with the conversion of four properties in central London.
The company, previously known as Guoman and owner of Thistle Hotels, will rebrand four existing hotels in London under the name Amba, which will be billed as a “contemporary four-star” chain.
It is the second new brand for GLH – Clermont was launched earlier this month with its first property also to be in London from next year. A third new brand is due to be revealed by GLH within the next few weeks.
GLH will be investing £70 million to convert the four Amba properties by 2015. The hotels are the current Thistle Marble Arch and three Guoman properties: The Tower (Tower Bridge), Charing Cross and The Grosvenor in Victoria.
Buckingham Palace Road (currently The Grosvenor) will be the first Amba property to open in June 2014.
Colin Roy, GLH’s chief marketing officer, said: “Four-star hospitality can be impersonal and lack differentiation. The launch of Amba signifies a step change in the market.
“An Amba hotel will combine a fantastic location with genuine warmth, intuitive service and technology to ensure that both business and leisure travellers get the most out of their stay.”
The four London properties will give Amba 2,088 rooms in the UK capital. GLH plans to eventually have 30 properties in the UK under the Amba brand as well as growth in China, Malaysia and the US.
Mike DeNoma, CEO of GLH, said: “We’re excited to launch Amba, a new hotel brand that signifies our intent and ambition to unlock human potential and give property owners and developers a new deal in the four-star market.
“We want to be the first port of call for developers, owners and investors who want a new deal from a hotel management company.”