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Tommie, Moxy, Venu, Graduate, Virgin, Red, AC – so many new hotel brands created to court the elusive Millenial. A hotbed of hotel activity like London can’t stay behind on this big a trend, so later this year another very Millenial-sounding hotel brand will arrive in the city: every Hotels.
Lower-case every is a “limited feature, four star product, targeted at the global quality-conscious business professional and the savvy city explorer”, according to parent group Glh., which with every is now up to three new brands in the last year (there was Clermont and Amba before).
Three words are key for every: connect, explore, and relax. That means “the fastest free Wi-Fi in the hotel sector” (the signal even shows up in the logo), “up-to-date, intuitive technology”, “knowledgeable hosts”, and “outstanding locations”.
Just like sibling Amba, there will be four hotels to start with: every Piccadilly, every Hyde Park, every Leicester Square, and every Bloomsbury. All are former Thistle Hotels, but by the time it’s 2020, there should be up to 50 every Hotels around the world.
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We’re slowly starting to see a tiny bit of what new hotel group Glh. will be up to over the next few years, specifically with its luxury brand Clermont Hotels in London and Singapore. The changes Glh. is introducing from its Guoman days don’t end there though, with a second new brand of “contemporary 4-star” hotels called Amba making its entry into the hotel world as well.
Aiming to have nearly 2100 rooms in Europe by 2015 and 30 cities within the UK alone to target, as well as international expansion in China and the US, Amba Hotels has big plans. They start with four London hotels: Marble Arch (previously a Thistle Hotel), Tower Bridge (previously Guoman - above), Charing Cross (previously Guoman) and Buckingham Palace Road (previously the Grosvenor Hotel). The four hotels have another £70 ($120) million in investment coming their way, with Amba Charing Cross (attached to the train station of the same name) opening first under the Amba flag in October.