glh announces new brand; every hotels
Every is targeted at the global quality-conscious business professional and city explorer, aiming to offer a better deal for property owners, whilst meeting the needs of customers.
The first every hotel, every Piccadilly, will open in November 2014, followed by Hyde Park, Leicester Square and Bloomsbury. The four hotels will re-open following refurbishment with the ambition to add up to 50 further hotels globally by the end of the decade.
Following research showing that four-star hotels outside gateway cities can have meeting and event space running as low as 30% occupancy, when room occupancy is running more than double this, every focuses on a four-star bedroom product, maximising revenue.
Commenting on the announcement, Mike DeNoma, Chief Ecexutive of glh said: “The four-star full-feature hotel product is a dinosaur for many cities around the world. We estimate half of all four-star hotels outside gateway cities have too many restaurants and barely used meeting facilities. The sector continues to bury its long neck in the sand, in the face of changing customer needs. Every is our 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.”
The new brand includes flexible contracts for all parties involved, four-star quality with better investment and overhead efficiencies (low investment cost and high yield), data driven decision making and a guest-centric approach to management.
“It should be obvious that supply needs to match demand,” commented Ian Gamse, Director at OTUS & Co, specialist hospitality finance and strategy advisors. “The big, old four-star hotels were designed to meet a demand that scarcely exists outside gateway cities. However much customers say that they like hotel with restaurants, ballrooms, meeting spaces, spas etc., they hardly use those facilities. It is wasted space. Property owners know this and are exasperated.”
“There is clearly room for a brand that offers bedrooms with the same up-market quality, but without needing the excessive investment and overheads that accompany extensive non-room facilities. It’s good for the customer, the hotel owners and the brand identity. And that’s the gap the we see every filling.”
Colin Roy, Chief Marketing Officer at glh concluded: “The every offer will be underpinned with great locations, great technology and a hassle free experience. We look forward to welcoming guests from around the world through the doors of this new and exciting format.”
