The Alternative Hotel Group (AHG) has unveiled plans to open a new De Vere venue in London’s West End in September at Confex today as part of an expansion that will see it look to develop or purchase venues in most major UK cities in the next few years.
The company also revealed its new ‘De Vere Collection’ branding, which covers off both De Vere Venues and De Vere Hotels and resorts. The move follows AHG’s takeover of the De Vere Group last September.
The De Vere Collection, which includes 47 properties in total, is divided into three – De Vere Venues, De Vere Heritage and De Vere Deluxe.
“De Vere venues will still focus on our core meetings and conference facilities,” De Vere Venues operations director Adrian Osinski told C&IT. “We’re looking to develop in most cities as fast as we can. We’ve another site in Manchester confirmed and we’re also looking at Birmingham and Glasgow.”
Mandy Jennings, director of sales for the De Vere Collection, added that the expansion would initially focus on the UK but did not rule out international expansion for the brand in future.
Jennings said that the new brands aim to clarify and “signify what [De Vere] means to the market.”
The Deluxe and Heritage brands each include seven hotels, with Heritage properties including Heron’s Reach in Blackpool and Grand Harbour in Southampton, while top end facilities such as Cameron House in Loch Lomond and the Royal Bath in Bournemouth come under the Deluxe banner.
The De Vere branding will be rolled out across all sites, and the company is investing heavily in refurbishing a number of its hotels and venues, including 2,500 new bedrooms for all the De Vere Venues in the next two years.
Osinski said there is also a heavy focus on doing more with the outside space at venues, which will include the creation of several tree houses, which will be on offer as meetings spaces. In the Deluxe group, both Cameron House and the Royal Bath have been earmarked for refurbishment.
Separately, De Vere Collection launched a new online meeting room bookings system for the MICE market at Confex.
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