Hard Rock Hotel London is reverting to its former identity as The Cumberland at the end of this month after four years under its current name.
Located adjacent to the Marble Arch and Hyde Park in central London, the 1,000-room hotel was known as The Cumberland before being rebranded as Hard Rock Hotel in 2019. The property was Hard Rock’s only hotel in the city.
London-based Clermont Hotel Group, the hotel’s owner, has announced that the rebranding contributes to the repositioning of the company within the travel, hospitality and leisure markets, where it will reposition and streamline several assets under its key brands.
Clermont Hotel Group rebranded from its earlier name, Great London Hospitality, at the end of 2022 and was known as Guoman before that. The group’s portfolio currently consists of more than 5,000 rooms and over 120 meeting and event spaces across brands like The Clermont and Thistle.
The Cumberland will continue to champion London’s cultural and music scene, inspired by its rich history of housing music legends, Clermont Hotel Group said in a statement.
“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. As the venue approaches its 90th birthday, its extensive history has seen guests such as Bob Dylan, Diana Ross, Jimi Hendrix and Buddy Holly, to name but a few, and as we evolve the hotel proposition, we remain conscious of these roots,” said Clermont Hotel Group CEO Gavin Taylor.
The transformation to The Cumberland will see the expansion of the hotel’s food and beverage outlets, the evolution of the entertainment area and the expansion of a suite of meeting and event spaces with a fully-integrated online booking platform to enable a seamless booking experience for event organizers.
The hotel will honor all its existing bookings as it transforms into its new identity and will announce more updates in the coming months.
Orlando, Fla.-based Hard Rock International opened the Hard Rock Hotel in 2019 in London, the city where the famed Hard Rock Café was founded in 1971. The hotel featured legendary memorabilia, including a letter written by the late Buddy Holly in 1958 while he stayed at the same hotel under a different name. The hotel also included the Kirkwood piano, which was used by Freddie Mercury, Queen’s legendary singer, as a teenager.
“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. Hard Rock International appreciates the service of all Hard Rock Hotel London team members and the patronage of guests who stayed at the hotel over the past four years. We’re also grateful to Clermont Hotel Group for their partnership and wish them well as they transition the property to The Cumberland,” said Hard Rock International COO Jon Lucas.