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Australian-based StayWell Hospitality Group is to launch its Park Regis brand of hotels in Europe for the first time with a new property in Birmingham.
Located in the former Auchinleck House building on Broad Street, which recently received a £50m renovation, the hotel will have 253 bedrooms, two junior suites and what it claims will be the largest presidential suite in the city.
Park Regis Birmingham, which will be aimed at both leisure and business travellers, will also feature two restaurants, a bar, conference and meeting spaces, a business lounge, spa and a gym.
Simon Wan, CEO, said that adding a European hotel is a “strategic move” for the Park Regis brand which has 17 properties globally, including locations such as Australia, Singapore, Indonesia, India and the United Arab Emirates.
He said: “The Park Regis brand is rapidly expanding internationally, the opening of our first European-based hotel in Birmingham aligns with our strategy of opening high-quality properties in cities which present optimum growth opportunities.
“While the number of hotel beds in Birmingham has increased rapidly in recent years, the number of upscale hotels hasn’t kept the same pace. Once opened, Park Regis will fill this gap in Birmingham’s high-end hotel offering.”
StayWell, which also owns the 15-strong Leisure Inn brand, plans to expand its portfolio to more than 100 hotels across Australia, South East Asia, India, China and Europe, within the next three years.
