TA Hotel Collection, which owns and runs six hotels and event venues across Suffolk, has rebranded under The Hotel Folk banner.
The new identity is to focus on the group’s planned investment in people, both its own Folk members and its guests.
Independently owned, the hotels include the 15th century Swan at Lavenham Hotel and Spa; The Brudenell and White Lion in Aldeburgh; The Crown at Woodbridge; Crown and Castle in Orford; Thorpeness Golf Club and Hotel and the Thorpeness Country Club.
Some £500k has been invested in IT and new marketing systems including redesigned websites for the group and each individual hotel.
A new EPOS booking system has been introduced across all properties including a move to ResDiary to centralise room and restaurant reservations, plus central food and liquor procurement.
The new ‘Folklore’ team training system with rewards and recognition for the Hotel Folk will be fully integrated by Easter.
Improvements and upgrades to the various properties are also ongoing.
Jenny Hill, chief operating officer, The Hotel Folk said: “The hospitality industry is all about people. Our aim is to ensure we have the very best teams across all sectors of the industry from bed makers to baristas and chefs to sommeliers, each carefully trained to be an expert in their own sphere. We believe our guests’ experience should exceed expectations every time they visit one of our hotels.”