The Alternative Hotel Group has released details of the rebranding of De Vere, which it purchased last September.

The De Vere Collection will be made up of De Vere Venues and De Vere Hotels & Resorts.

As revealed in Caterer last week (15 February), the De Vere Hotels & Resorts business will be divided into Heritage and Deluxe brands.

Deluxe will be the company’s top end hotel offer, with six properties, including Cameron House in Loch Lomond and Royal Bath in Bournemouth, included and set to be upgraded further.

Its entry hotel brand, which will include seven properties including the Grand Harbour hotel in Southampton, will be Heritage.

Both hotel brands will continue to cater to a mix of business and leisure guests.

De Vere Venues, previously known as Verve Venues, will focus on its core training, conference and business meeting remit.

Tony Dangerfield, chief operating officer at De Vere, said: “These changes recognise the vast differences that exist between the properties in the De Vere portfolio – from Cameron House in Scotland to Holborn Bars in London.”

AHG also owns 16 Village hotels and leisure clubs.

De Vere website >>

St Andrews Bay’s Stephen Carter to join De Vere as director >>

De Vere hotels rebranded by new owner to attack five-star market >>

De Vere shareholders vote for AHG takeover >>

Initial Style Conferences rebrands as Verve Venues >>

By Chris Druce

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