What does the average hotel guest look for in a hotel? Meeting space, a gym, bars and restaurants, or simply somewhere to sleep? Hotel group glh think they know the answer and that there’s a gap in the market in the 4-star hotel sector.
After observing a discrepancy between bedroom and event space occupancy, they’re launching the ‘every hotels’ brand, targetting ‘quality-conscious business professionals and savvy city explorers’, focusing on bedrooms with all the mod-cons and doing away with superfluous meeting and event space and guest areas.
Chief Executive of glh, Mike DeNoma said: “We estimate half of all 4-star hotels outside gateway cities have too many restaurants and barely used meeting facilities,” while Ian Gamse, Director at OTUS and Co., pointed out that: “However much customers say that they like hotels with lots of restaurants, ballrooms, meeting spaces, spas, swimming pools and whatever – they hardly use those facilities[…]there’s clearly room for a brand that offers bedrooms with the same up-market comfort and quality, but without needing the excessive investment and overheads that accompany extensive non-rooms facilities.”
Beginning with rebranding four of their existing hotels, all of them Thistle hotels in Piccadilly, Hyde Park, Leicester Square and Bloomsbury, the group are also looking to expand through management contracts.
In fact, they’re aiming to open 50 ‘every’ hotels across the globe by 2020, which is an average of seven or eight a year. Thistle Piccadilly will be the first to make the switch-over, followed by the three other London hotels. Each will re-open after a refurbishment, with rooms kitted out with Smart TVs, connections for personal devices, and free unlimited WiFi.
With this new brand, glh hopes to change the face of 4-star hotels, moving them from the ‘dinosaur’ of a full-feature hotel, as Mike DeNoma describes them, to something more in tune with modern demands. In particular DeNoma says that every is a “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.” We’ll watch with interest.
Photo credits: Every Hotels, Thistle Piccadilly.