De Vere Village rebrands as Village Urban Resorts

Warrington, U.K.-based De Vere Village Hotels, which currently boasts 26 U.K. hotels owned and operated by De Vere Group, has rebranded as Village Urban Resorts.

Paired with the tagline “Live Life. Love Life,” the new name aims to emphasize all the facilities the properties offer, including health and fitness facilities, spa, meetings space and varied F&B — in addition to partnerships with Starbucks and Buca di Beppo, Village Urban Resorts also feature a new restaurant and pub concept, Victory Pub & Kitchen.

“The rebranding defines the brand offer — I cannot think of any other offer with so much under one roof,” CEO Robert Cook told HOTELS. “And it’s lifestyle — not budget. Village Urban Resorts brings affordable lifestyle to the mass market with a high-octane health and fitness model, exciting food and beverage, super cool rooms and a serious spa. It’s a phenomenal business, and I truly think as a brand proposition, it is a world beater.”

Cook took over as CEO of Village Urban Resorts this past January, and has said previously he hopes to open 15 to 20 new-build properties under the brand in the next five years.