AB Hotels, headed up the Bejerano family, has moved its Essex hotel back to independent status after seven years operating under the Crowne Plaza brand.
The four-star Crowne Plaza Colchester Five Lakes hotel, which was acquired by AB Hotels in 1994, has also reclaimed its original name and will now be known as Five Lakes Resort.
AB Hotels director, Rafi Bejerano said that the decision was made to ‘move away from the corporate approach of a branded hotel’ and restore the ‘personal touch and family feel’ associated with AB Hotels.
“Being independent again gives us the opportunity to be more flexible, dynamic and respond quickly to the needs of the market,” he says. “The response has been tremendous so far and we are looking forward to re-establishing direct personal and trusted relationships with our agents, suppliers and loyal customers, particularly those in the local area.”
The news comes just a few months after the family decided to sell their London property, The Arch, to StayWell Holdings, a subsidiary of Prince Hotels Inc. a hotel and leisure company in Japan.
The family had owned the luxury boutique for eight years, having launched the business to market in 2010.
AB Hotels also own Sopwell House in St Albans, Hertfordshire.