Hotel Brands

Village Hotel Club unveils plans to ‘diversify’ UK model

Hotel brand Village Hotel Club has launched a new campaign, which has been named Village Green, to “reflect and promote” the local communities it works in.

On 20 May, to celebrate the opening of its 30th UK hotel in Bristol, the brand announced three new celebrity ambassadors and a roll-out of the campaign across all 30 UK hotels.

The ambassadors – Mo Farah, baroness Karren Brady CBE and Great British Bake Off winner Candice Brown – each announced a brand-new programme of activities that they’ve co-created with the hotel group to help the communities they operate in “thrive”, specifically through a series of fitness, business and food and drink initiatives.

Gary Davis, executive chairman of Village Hotel Club, said: “Village Green was launched to demonstrate the unique way in which Village Hotel Club has diversified to face competition within the hotel industry, as well as the challenges posed by Brexit and its associated uncertainty.

“We created Village Green because Village Hotels genuinely offers much more than a hotel room. In fact, 80% of our revenue comes from local business and social community. This is because we act as the local pub for many communities.

He added: “We support and promote fitness and offer access to affordable state of the art gym facilities in areas that are out of town or otherwise may not have these. And we bring in local businesses and give them a place to connect, network and run their businesses in an affordable way, outside of the big cities.”

Village Green is part of Village Hotel Club’s long-term expansion plans, and it recently announced a £500m investment into opening an additional 20 hotels in the UK by 2025, with the next hotels set to open in: Basingstoke, Eastleigh, Cambridge, Reading, Milton Keynes and Slough.

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