Member Article

Rebrand for Merseyside hotels in £100 million investment

The Atlantic Tower and The Haydock Park Hotel have rebranded as part of an impressive £100 million investment from Amaris Hospitality.

The properties, which were two of 21 in The Hotel Collection, will now feature under the Accor Hotels Mercure brand and see imminent refurbishments; bringing the total number of Amaris hotels trading under Accor to 32.

General Manager of The Atlantic Tower Steven Devine said: “This is fantastic news not just for the hotel, but also for the city as another world renowned brand is bringing investment into Liverpool. In line with the investment, money will be spent on refurbishing parts of our property, in particular some of our rooms and suites, and also on other elements such as uniforms for our 110 strong team.

“Throughout these changes though, we will still retain our important heritage, which has been built up over the past 44 years. Alongside the investment, the Mercure Liverpool Atlantic Tower Hotel will be remaining true to its roots, and the much loved local features will remain very much apparent.“

Amaris is owned by private equity firm Lone Star which created the company in July and includes 29 Jury’s Inn hotels, 21 Mercure and three Hilton properties.

General Manager of The Haydock Park Hotel Adam Condron added: “With the New Year soon upon us, we are very much excited to embrace this new phase in our journey. In addition to bringing increased revenue into the North West, this investment will inevitably have an impact on the already high levels of service that we provide to our guests.

“This fits well with some of the benefits that we will now be able to offer, including Accor’s loyalty card, which is employed in all of their hotels. All of these introductions and changes have been made with our guests’ experiences and interests at heart and I’m looking forward to seeing what the next few months may bring.“

John Brennan, Amaris CEO, added: “The rebranding and repositioning of these hotels is a key part of our strategy to leverage the size and scale of the unique Amaris Hospitality portfolio of hotel assets to accelerate its growth and development and create the UK’s best performing, most exciting hospitality investment and management company.“

Other hotels joining Mercure are The Caledonian Hotel in Aberdeen, The Grand Hotel, in Bristol, The Brands Hatch Hotel in Dartford, The County Hotel in Newcastle, The Portland Hotel in Manchester, The Noke Hotel in St Albans, The Rougemont Hotel in Exeter, The Walton Hall Hotel in Warwickshire and The Daventry Court Hotel in Northamptonshire.

This was posted in Bdaily's Members' News section by Craig Guy .