New Hotel Company to Rebrand 21 U.K. Hotels

Amaris Hospitality, created this past July when private-equity group Lone Star bought Irish hotel chain Jurys Inn for $1 billion, plans to rebrand 21 of its hotels and invest more than $150 million to renovate and reposition its properties. The new hospitality company's portfolio features 89 hotels in the United Kingdom, including 31 from the Jurys Inn buyout.

More than 50 of the 89 properties are Jurys Inn, AccorHotels' Mercure and MGallery brands, as well as DoubleTree by Hilton and Hilton Garden Inn. According to Amaris, the rebranding will strengthen its portfolio and fuel its expansion strategy.

Of the 21 hotels being rebranded, eight will become part of the Jurys Inn group, which will increase that brand's portfolio to 36. Those taking on new identities are: the Inverness Hotel, Inverness, Scotland; the Aberdeen Skyway Hotel, Aberdeen Airport, Scotland; the Middlesbrough Hotel, Middlesbrough, England; the East Midlands Skyway Hotel, Derby, England; the Parc Hotel, Cardiff, Wales; the Golden Valley Hotel, Cheltenham, England; the Oxford Hotel, Oxford, England; and the Hinckley Island Hotel, Leicestershire, England.

Eleven hotels will be rebranded under the Mercure brand, including the Caledonian Hotel in Aberdeen, Scotland, and the following, all in England: the Atlantic Tower Hotel, Liverpool; the Grand Hotel, Bristol; the Brands Hatch Hotel, Dartford; the County Hotel, Newcastle; the Portland Hotel, Manchester; the Noke Hotel, St. Albans; the Rougemont Hotel, Exeter; the Haydock Park Hotel, Haydock; the Walton Hall hotel, Warwickshire; and the Daventry Court Hotel, Northamptonshire.