IHM unveils first two properties amid multimillion pound refurbs

Immersive Hospitality Management (IHM), formerly Corus Hotels Ltd, has launched its first two properties, one under the group’s new sub-brand Imerso Hotels and a second in partnership with Marriott Tribute Portfolio.

Immersive Hospitality Management said it aims to be a “bedrock of counsel” for its clients, sharing real-world knowledge of operating, managing, and owning hotels.

Over the course of the next 12 months, IHM will expand its own sub-brands and hotel concepts starting with a new collection of wellness-focused Imerso Hotels, and a future partnership with Marriott Tribute Portfolio and TROO Hospitality on a big refurbishment project in central London.

IHM is a subsidiary of Malayan United Industries Berhad, which has owned and operated a sizable number of hotels for over 60 years in the US, Australia, UK and Malaysia. It is a natural next step for the group to now look to diversify and expand horizons, in the Far East, and internationally, under the name of Immersive Hospitality Management.

The first property set for completion in November 2024, under the IHM sub-brand, Imerso Hotels, will be the multi-million pound refurbishment of luxury Buckinghamshire country hotel, Burnham Beeches, which will see its 80 bedrooms and suites, reception, F&B and public areas and spa transform, whilst staying in keeping with the Georgian Manor House’s heritage and historical features.

In late 2025 or early 2026, IHM will welcome its partnership with Marriott Hotels and Resorts and TROO Hospitality, announcing the opening of a new innovative and contemporary four-star property, under the Marriott Tribute Portfolio.

Opening in one of London’s most prestigious locations, IHM has invested £35M into the property’s re-development, renovation, brand identity and state-of-the-art design.

Services on offer from IHM include full hotel management, operations, revenue management and sales, technical services and pre-opening, marketing, rebranding and repositioning, food and beverage, design and development, financial management and talent management and development. IHM will also provide this extensive mix of hospitality support services to hotel owners and investors in both the UK and internationally.

Immersive Hospitality Management, chairman Andrew Khoo, said: “It is an incredibly exciting time forming our new hotel management company, IHM. With a strong pipeline already ahead, with the first opening of Burnham Beeches following an extensive renovation, under Imerso Hotels in November this year, followed by a prestigious partnership with Marriott Tribute Portfolio for a flagship property in Hyde Park in late 2025; IHM is on track to set the stage for rapid global expansion, with a particular focus on the Far East.”