Hallmark Hotels has expanded by 40% by acquiring the Feathers Hotels Collection.
Five months after the new Hallmark Hotels brand was unveiled, owners Topland Group have acquired a total of eight former Feathers properties in prime locations such as Liverpool, Preston and Manchester.
The new hotels will see Hallmark Hotels step up its reach in the north west of England and see the Topland Group get closer to fulfilling its objective of building a £1bn hotel business.
The move brings the number of Hallmark Hotels nationwide to 28, with a total number of rooms offered across the UK up to 2,700.
Lionel Benjamin, director of hotels, at the Topland Group says: "Topland Group’s investment into the North of England’s hotel industry supports the Northern Powerhouse’s efforts to improve economic growth for the area. The expansion of the Hallmark Hotels portfolio within this specific region brings with and supports employment, both for hotel teams, suppliers and partners whilst also driving demand to the destination both for leisure and business travellers.”
The eight former Feather Hotels will now benefit from substantial investments across the group, from bedroom refurbishments to leisure club upgrades and new technology, as well as adopting the new Hallmark Hotels F&B.
This includes a new breakfast format which will be rolled out across the group in the next few weeks.