De Vere unveils brand transformation following £100m portfolio investment

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De Vere, the collection of country estate hotels under The Principal Hotel Company, has officially launched following a £100m investment from Starwood Capital Group in a bid to put the De Vere brand back on the map.

The relaunch of 22 De Vere properties with a combined number of over 4,000 bedrooms marks a new chapter for the brand, which has seen each hotel extensively renovated to celebrate each one’s British heritage.

The portfolio includes iconic properties such as De Vere Grand Connaught Rooms and De Vere Holborn Bars in London. The investment also forms part of The Principal Hotel Company’s wider £300m investment programme across the group’s 35 UK properties.

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Laurie Nicol, COO, De Vere, commented: “We’ve got a fantastic team working on the transformation of De Vere, and our new-look brand is already receiving great feedback from both business and leisure guests. The £100m invested includes comprehensive hotel renovations, as well as staff training and development, and thoughtful expressions of the new brand such as Hunter wellies, unique sculptures and outdoor breakout spaces.”

She continued: “By restoring these stunning historical buildings and breathing new life into our event spaces, we’re creating inspirational locations where traditional values meet the latest luxuries.”

A major part of the development has seen the external landscapes enhanced to become a ‘natural extension of the hotel’. Wifi has also been improved across the estate.

In April 2017, Justin Turner, who boasts experience at the Royal Horticultural Society and Royal Botanical Gardens, was appointed to the newly created role of head of estate management to oversee the implementation at De Vere’s country estates and modern event spaces.

A new coffee shop concept, Burr & Co. has been placed in a number of updated properties and will continue to be introduced to the portfolio over the coming months.

De Vere has partnered with Wendy Martinson to develop new menus for its restaurants and bars, which have also all been transformed with a new design and feel that focuses on British cooking and ingredients.

The company’s new meeting and events product, Smart Space, has also launched this month, which comes with nine service features.

De Vere is celebrating its relaunch following a series of major renovations across the portfolio, including the completion of De Vere Wotton House, De Vere Latimer Estate and De Vere Tortworth Court, with further transformations to be unveiled in the coming months across De Vere Beaumont Estate, De Vere Wokefield Estate, De Vere Horsley Estate and more.

In addition to De Vere, The Principal Hotel Company includes the PRINCIPAL brand of city-centre hotels. The brand recently launched its fourth hotel, The Principal Edinburgh Charlotte Square, formerly The Roxburghe and will be launching The Principal London later this year following a £70m refurbishment.

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