De Vere names COO for Deluxe

De Vere has named former Morgans Hotel Group stalwart Niels Sherry as the new chief operating officer of its Deluxe properties. Niels heads up a newly appointed executive team tasked with driving the repositioning of the nine-strong Deluxe collection, which includes Cameron House Hotel Resort in Loch Lomond, The Grand in Brighton, as well as Spanish Deluxe hotel, Roda, planned for completion in 2009. Niels has twenty years experience in the industry, including his seven-year stint at Morgans where he was most recently executive vice president of operations (New York). He began his career at the Savoy and has gone on to fulfil high profile roles at the St Andrews Old Course Hotel, The Sanderson and St Martin’s Lane Hotel. In his new position Niels’ team will steer the Deluxe portfolio’s brand repositioning and investment programme. The move follows De Vere’s rebranding of its collections in February, in the wake of De Vere’s acquisition by the Alternative Hotel Group in June 2006. The investment roll out has kicked off with the refurbishment of the 18th century Cameron House Hotel Resort, including the creation of a golf course, and a new bar, restaurant and spa. “There is a real opportunity with De Vere Deluxe to redefine the term luxury for a modern audience,” Niels said. “We want to establish the brand’s UK and international reputation as destination hotels, synonymous with world-class facilities and the exceptional service people want but don’t always get from the top end of the market.

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