GLH to rebrand as the Clermont Hotel Group

Great London Hospitality (GLH), the largest hotel owner-operator in London, has announced a “landmark move for the business” which will see it rebrand to become the ‘Clermont Hotel Group’ this autumn.

The rebrand, which marks the culmination of £90m investment in the past four years, will see the company align more closely with its anchor brand, The Clermont.

The move aims to “distinctly reposition” the company within the travel, hospitality and leisure markets by streamlining and repositioning a number of property assets under three key brands: The Clermont, Thistle and Hard Rock Hotel London.

As part of its “fresh vision to underline the group’s credibility as a leader in the industry”, the strategy marks the business ambition for future growth beyond London, with a focus to major cities within the UK and across Europe.

The group has indicated there is more investment planned across the portfolio in the coming months, following an initial £18m refurbishment of The Clermont properties in Charing Cross and Victoria.

Jon Scott, CEO at GLH said: “This is a significant milestone for the company and marks the beginning of a new era. Clermont Hotel Group offers a rich and diverse portfolio for a range of guest needs, and our new strategy and vision brings them under one roof with more clarity than ever before.

“As the industry is still in recovery, we know there is a raft of opportunity to grow and develop as we tap into our guests’ needs. We know that people will continue to travel and spend on great experiences, but will be more discerning about their choices.”

He added: “As Clermont Hotel Group we are a people-first business, therefore to create our new vision we’ve worked closely with customer insights and our employees to ensure we are adapting to their needs, and delivering extraordinary experiences and services in a bold and impactful way.”

The Clermont Hotel Group added it will reveal its new branding at World Travel Market on November 7-9.