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The Queens Hotel in Leeds unveils rebrand following acquisition

Following in depth market research, the aim of the re-brand is to showcase the importance of The Queens’ location, the value of its history and heritage and emphasise its independence and incredible service compared to competitors

The Queens Hotel, in Leeds, has unveiled new-look branding following its acquisition by Stockholm-based hotel property owner, Pandox, last year. 

One of the city’s landmark buildings, The Queens, was acquired in 2023 by Stockholm-based company Pandox, distinguished for its portfolio of 159 hotels across 15 countries. The venue will maintain its independent brand identity, operating in collaboration with UK based Axiom Hospitality

After completing an extensive £16m refurbishment back in 2021, preserving the original art deco features that have welcomed guests since its establishment in 1937, The Queens has been given a further new lease of life under the new ownership. 

Following in depth market research, the aim of the re-brand is to showcase the importance of The Queens’ location, the value of its history and heritage and emphasise its independence and incredible service compared to competitors. 

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Acknowledging the inherent environmental impact of the hospitality industry, The Queens is also adopting a proactive approach with the introduction of a detailed ESG Policy and changes to day to day operations to improve its sustainability. 

Alistair Campbell, general manager of The Queens, said: “This is an exciting moment for The Queens. From its dramatic white stone façade to its landmark position, The Queens is unmistakably the centrepiece of Leeds.  Although there are nods to its incredible history around every corner, this is a hotel that refuses to stay rooted in the past.

“Its history and importance within Leeds are second to none, however, this rebrand and further plans for this year and beyond offer an opportunity to shine a light on this incredible building, our service and the exceptional experience that every guest receives.” 

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