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Jurys Inn is set to rebrand to Leonardo Hotels as part of an “ambitious” growth strategy for the group.
The group currently operates 35 Jurys Inn hotels and 16 hotels under the Leonardo brand, and will aim to combine its “key elements” with the existing Leonardo brand design and reputation following the move.
Jurys Inn joined the Fattal Hotel Group in 2017 and has been operating under the Jurys Inn and Leonardo brand since then. The Fattal Hotel Group has a portfolio of over 200 hotels that have been rolled out in over 100 destinations in Europe and Israel. It has been active across Europe since 2006.
The group said it plans for a “seamless” rebranding programme, with each hotel set to be completed around the end of this year.
Jason Carruthers, managing director of Jurys Inn and Leonardo Hotels UK and Ireland, said: “We believe that the most effective way to achieve our exciting ambitions and growth plans for the business is to rebrand Jurys Inn to the Leonardo brand – combining the key elements of the Jurys Inn operating platform with the existing Leonardo brand design and expanding reputation.
“With this rebranding programme, Leonardo Hotels will accelerate its momentum as one of the fastest growing brands in Europe and strengthen our position as one of the UK and Ireland’s leading hotel groups – offering 51 unique destinations to our local and international guests.”
He added: “The Leonardo brand identity will also be refreshed across the entire group, making it more contemporary and engaging.
“Beyond this rebranding programme, we have very ambitious plans to continue growing our footprint in the UK and Ireland through new acquisitions and developments, along with some enhancements across our range of products and services.”
Over the last four years, Jurys Inn and Leonardo Hotels UK and Ireland invested just under £100m in new openings and fully refurbishing a number of hotels.
The refurbishment programme included 926 bedrooms across its Jurys Inn hotels in Croydon and Exeter, and Leonardo hotels at London Heathrow, Edinburgh Murrayfield and Leonardo Royal Hotel in Southampton. In total, over 2,536 bedrooms will have been “significantly refurbished” across the group.
In addition to the refurbishment investment, the group is also in the process of developing several new and existing sites across the UK with plans progressing in Edinburgh’s Old Town for a new 125-bedroom boutique NYX Hotel next year.
