LONDON Alternative Hotel Group is rebranding as De Vere Group, reflecting the strong brand identity of its De Vere Hotels brand in the United Kingdom.
“The rebranding recognizes the strength of the De Vere brand, which reflects excellence, high-quality customer experience and value for money,” says CEO Richard Balfour Lynn. “We believe that the parent company name should reflect its principal brands and be recognizable as the owner of the UK’s leading independent hotel and hospitality businesses. The emphasis of the De Vere name across these successful operating businesses will have significant resonance with our large and growing customer base.”
De Vere Hotels operates 11 properties, which will sell more than 400,000 room nights in 2010 and will generate estimated total revenue of £97 million from its hotels and £6 million from its golf courses. The split of revenue is 60% business and 40% leisure.
De Vere Village operates 26 properties, which are forecast to sell almost 800,000 room nights in 2010 and generate total revenue of £143 million. Five of the properties have been built in the last three years, and six new builds are planned for 2012. Each hotel, which is local community focused, has a substantial leisure club with an average of 3,800 members. The split of revenue is 50% business and 40% leisure.
The group also includes De Vere Venues, Greens leisure clubs and distiller G&J Greenall. All told, the group operates 65 hotels and residential conference venues across the UK, and it has 16 golf courses at 11 hotel and venue locations.
It ranked 122nd on HOTELS’ 325, the annual listing of the world’s largest hotel companies.