London-based hotel firm glh has revealed a new four-star brand as it looks to fill the gap in the city’s midscale hotel market.
The every hotels brand will open its first hotel in Piccadilly this November aimed at the ‘quality-conscious’ business traveller and ‘savvy city explorer’.
Other hotels are already in the pipeline for Hyde Park, Leicester Square and Bloomsbury, all of which are currently going through refurbishments.
The every brand is expected to have more than 50 hotels by the end of the decade.
The brand will be focused on bedrooms instead of restaurants and meeting space, with glh looking for further sites in London including existing hotels, conversions and new builds.
“The four-star full-feature hotel product is a dinosaur for many cities around the world. We estimate half of all four-star hotels outside gateway cities have too many restaurants and barely-used meeting facilities,” said glh’s chief executive Mike DeNoma. “The four star sector continues to bury its long neck in the sand, in the face of changing customer needs. every is our direct response to owners and developers burdened with legacy buildings who are keen for a new four star option that responds to the changing market.”
Colin Roy, chief marketing officer at glh said: “The every offer will be underpinned with great locations, great technology and a hassle free experience. We look forward to welcoming guests from around the world through the doors of this new and exciting format.”
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