London’s Hard Rock Hotel is to be rebranded back to its former identity as The Cumberland after just four years under its current name.
The 1,000-room hotel, located close to Marble Arch in central London, was known as The Cumberland until being transformed into the Hard Rock Hotel London in 2019.
The property is part of Clermont Hotel Group, which announced the return to The Cumberland name from the end of May, with all existing bookings being honoured.
Gavin Taylor, Clermont’s CEO, explained: “The journey with Hard Rock International has been valuable and as we start a new chapter of development, our focus will remain on providing great experiences and quality service for our guests on the back of The Cumberland’s rich history in London and the music scene.
“The Cumberland sits perfectly within our Clermont Hotel Group family, a portfolio of hotels that provides a wealth of choice for diverse leisure and corporate guest needs.”
Clermont, which was formerly known as Great London Hospitality (GLH), also owns the Thistle and Guoman Hotels brands.
Jon Lucas, chief operating officer at Hard Rock International, added: “London will always be a special city as the birthplace of our brand, and it’s been a privilege to offer its iconic brand of hospitality to London visitors and locals at Hard Rock Hotel London since 2019.”