Niels Sherry has become chief operating officer at Alternative Hotel Group's De Vere Deluxe chain, Caterer can reveal.
Sherry, formerly vice-president of Morgans Hotel Group in New York, will lead an executive team in charge of nine hotels in the De Vere Deluxe portfolio, including Cameron House in Loch Lomond, the Grand in Brighton and the Roda, scheduled to open in Spain in 2009.
"Our challenge is to create a tangible 'Deluxe' brand experience that comes to life through the people and fabric of the business," Sherry said. "We'll look to build this from the grass roots up by celebrating each hotel's individual and regional strengths."
The De Vere Collection, which was bought by AHG for £1.1b in September last year, is made up of De Vere Venues and De Vere Hotels & Resorts, which is divided into Heritage and Deluxe brands. It is currently refurbishing its sites, starting with Cameron House, where a new spa, bar and restaurant - the Carrick - is being built.
Morgans Hotel Group owns and operates 10 luxury hotels, comprising 2,700 rooms, in the USA and UK, including the Sanderson and St Martins Lane hotel in London.
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By Christopher Walton
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