glh Announces Their plans to Roll Out ‘every’ Brand Hotel.
glh, the London-based hotel group and subsidiary of Singapore-based GuocoLeisure Group, announces the launch of the every hotel, a direct response to the pressure that four-star hoteliers are experiencing globally. every 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 while meeting the unmet needs of customers.
A Better Deal for Owners.
glh’s research shows that four-star hotels, outside gateway cities, can have meeting and event space occupancy running as low as 30%, with room occupancy running more than double that. In response, the every brand 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 that are fair to both parties
- Four-star quality with better investment and overhead efficiencies (low investment cost and high yield)
- An efficient and technology-enabled experience delivered through glh’s unique Value Centre (VC) management model and 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, said:
“The four-star, full-feature hotel product is a dinosaur for many cities around the world. We estimate half of all four-star hotels, outside gateway cities, have too many restaurants and barely-used meeting facilities. The four-star sector continues to bury its long neck in the sand, in the face of changing customer needs. every 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, glh is excited about the new product and their 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, many customers say that while 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 filling.”
The launch of every Piccadilly will be followed by Hyde Park, Leicester Square and Bloomsbury, providing customers with easy access to London’s top attractions, restaurants, bars and entertainment. The four hotels will re-open following refurbishment, with the goal to add up to 50 additional hotels across the globe by the end of the decade.
every is committed to making sure each guest has a convenient, hassle-free stay from the point of booking. It offers guests a simplified booking journey and the latest innovative technology, including Smart TVs and device connections. glh has committed to investing in and upgrading the hotels with the newest technology every two to three years. As with all glh properties, every has invested in the fastest, free, and unlimited Wi-Fi for all guests, throughout the hotel.
Colin Roy, Chief Marketing Officer at glh, said:
“The every 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.”