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Clermont Hotels Want to Storm the Luxury Hotel Market , Starting in London

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October 15, 2013 at 9:18 AM | by | Comments (0)

The Royal Horseguards Hotel, on the River Thames

Think the luxury hotel market is crowded enough already? Not so, according to glh. (Global Hotel Company), which is planning to show all the big, established names out there how it is done with a brand new series of luxury hotels: Clermont Hotels.

They will start in one of the hottest markets there is – London – by transforming the Royal Horseguards Hotel into Clermont London, and have Singapore and Kuala Lumpur in the works. That’s just the start in an expansion to 30 properties over the next decade. And there is even more: glh. will be announcing two additional hotel brands in the near future. Feel as overwhelmed as we do? We’ll talk you through how this all came about.

Glh. is the rebirth of Guoman Hotels, a name probably not very familiar to many outside the UK. Mostly concentrated in London, properties under the Guoman brand included the Royal Horseguards and the Grosvenor (next to Victoria station, not to be mistaken for JW Marriott’s Grosvenor House). A second set of hotels carries the Thistle name.

The Royal Horseguards will become Clermont London next year already, after a total overhaul of the vast Victorian building, set right on Embankment (making it a prime spot for New Year’s Eve fireworks viewing). Reservations seem to be possible well into 2014, so we’ll have to find out if the hotel is remaining open during renovations. Clermont Singapore will be opening in 2016 inside Singapore’s tallest building in the mixed-use development Tanjong Pagar Centre. Clermont Kuala Lumpur will open the same year in Damansara City. Both Asian hotels will also feature Clermont Residences.

Clermont Singapore

We cannot deny our initial scepticism when we read that Clermont will “offer a new type of luxury” and will be “changing the status quo” for hotels. That’s promising a lot in an industry that is hyper-competitive already; high thread-count sheets, gadgets, and a good concierge aren’t going to be enough, but Clermont promises “advanced customer facing technology, infrastructure and decision science”. Decision science? We’re intrigued.

We don’t have much other detail yet on what Clermont London will look like, but sure intend to find out. We’d expect the additional two brands to regroup the remaining hotels in the glh. portfolio, and, who knows, add some more. Hopefully they will bring as much innovation and changing of the status quo to other price points too.

[Photo: JasonD, Rendering: Clermont Hotels]

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