Glh, the operator of Guoman and Thistle hotels, has announced the launch of a new 4-star brand, every hotels.
The group's research shows that four star hotels outside gateway cities can have meeting and event space running as low as 30% occupancy, when room occupancy is running more than double that. In response, this four star concept is aimed at maximising the yield to owners of new builds and properties ripe for conversion.
Mike DeNoma, Chief Executive of glh, said, “The four star full-feature hotel product is a dinosaur for many cities around the world. We estimate half of all 4 star hotels outside gateway cities have too many restaurants and barely used meeting facilities.
'The four star sector continues to bury its long neck in the sand, in the face of changing customer needs. every is our direct response to owners and developers burdened with legacy buildings who are keen for a new four star option that responds to the changing market.
'As the largest owner operator in London, we’re excited about the product and our first hotel, every Piccadilly, will open in November.'
The launch of every Piccadilly will be followed by Hyde Park, Leicester Square and Bloomsbury, providing customers easy access to London’s top attractions, restaurants, bars and entertainment.
The four hotels will re-open following refurbishment with the ambition to add up to 50 further hotels globally by the end of the decade.
Glh was formed in June 2013 and currently operates the Thistle brand and five luxury London hotels, The Grosvenor Hotel, The Royal Horseguards, Charing Cross Hotel, The Cumberland and The Tower.