GLH, the new name for Guoman Hotel Management (UK), is launching the brand with 2,088 rooms across four hotels in London - in Buckingham Palace Road, Charing Cross, Marble Arch and Tower Bridge.
The company is investing £70m on refurbishing these four hotels, previously operated under the Guoman & Thistle brand, and expects 60% of weekday guests to be business travellers. The hotels will remain open during the work.
The Buckingham Palace Road hotel, the first to open under the Amba brand, will launch in June 2014 following a refurbishment.
The Charing Cross property, due to launch in the final quarter of 2014, will have nine meetings rooms, including one with a capacity for 150 people. The Tower Bridge hotel, opening in 2015, will have 19 meetings rooms, the largest of which will accommodate 600 guests.
GLH hopes to grow the Amba brand to 30 properties in the UK, as well as expanding internationally into China, Malaysia and the United States. Earlier this month, it launched another new brand, Clermont, for luxury properties.
Mike DeNoma, CEO of GLH, said: "We’re excited to launch Amba, a new hotel brand that signifies our intent and ambition to unlock human potential and give property owners and developers a new deal in the four-star market. We want to be the first port of call for developers, owners and investors who want a new deal from a hotel management company."