glh Hotels announces ‘every’ hotels: category innovation in the 4-star sector

15 July 2014

glh Hotels, the London-based hotel group and subsidiary of Singapore-listed GuocoLeisure Group, today announces the launch of every Hotels, a direct response to the pressure that four star hoteliers are experiencing globally.

every Hotels is a limited feature, four star product, targeted at the global quality-conscious business professional and the savvy city explorer. every offers a better deal for property owners whilst meeting the unmet needs of customers.
The philosophy around the new every hotel brand is centred around two factors:

A better deal for owners – glh Hotels redefining the relationship

Our research shows 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 that. In response, every Hotels focuses on a four star bedroom product aimed at maximising the yield to owners of new build hotels and properties ripe for conversion.

The new deal includes:

  • Flexible contracts, fair to both parties
  • 4 star quality with better investment and overhead efficiencies (low investment cost and high yield)
  • An efficient and technology-enabled experience delivered through our unique Value Centre (VC) management model and our guest-centric approach to management
  • Data driven decision making
  • Perfect for existing hotels, conversions and new builds

Commenting on today’s announcement Mike DeNoma, Chief Executive of glh Hotels said:

“The four star full-feature hotel product is a dinosaur for many cities around the world. We estimate half of all 4 star hotels outside gateway cities have too many restaurants and barely used meeting facilities (figures in notes to editors). The four star sector continues to bury its long neck in the sand, in the face of changing customer needs. every Hotels 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”.

Investment based on research

As the largest owner operator in London, we’re excited about the product and our first hotel, every Piccadilly, will open in November.

Commenting on today’s announcement Ian Gamse, Director at OTUS & Co, specialist hospitality finance and strategy advisors said:

“It should be obvious that supply needs to match demand.  But the big old four-star hotels were designed to meet a demand that scarcely exists outside gateways cities.  However much customers say that they like hotels with lots of restaurants, ballrooms, meeting spaces, spas, swimming pools and whatever – they hardly use those facilities.  It’s so much wasted space. Property owners know this and are exasperated.

“So there’s clearly room for a brand that offers bedrooms with the same up-market comfort and quality, but without needing the excessive investment and overheads that accompany extensive non-rooms facilities.  It’s good for the customer, the hotel owner and the brand identity. And that’s the gap that we see every Hotels filling.”

The launch of every Piccadilly will be followed by Hyde Park, Leicester Square and Bloomsbury, providing customers easy access to London’s top attractions, restaurants, bars and entertainment. 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.

every Hotels is committed to making sure every guest has a convenient, hassle-free stay from the point of booking - by offering guests a simplified booking journey - to the latest innovative technology across the hotel including Smart TVs and device connections. glh Hotels has committed to investing in and upgrading the newest technology every two to three years. As with all glh Hotels properties, every Hotels has invested in the fastest, free, unlimited Wi-Fi for all guests, throughout the hotel.

Colin Roy, Chief Marketing Officer at glh Hotels said:

“The every Hotels 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.”

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