Stardon to rebrand 11 Hiltons

Predictions that the 11 Hilton hotels sold last week would remain under the Hilton banner now appear unfounded, Caterer can exclusively reveal.

The deal announced last Wednesday (16 March) with Stardon - a joint venture between Starwood's investment arm, Starwood Capital, and Chardon Hotels - initially indicated that the hotels would remain under the Hilton name.

However, once the initial three-month transitional service agreement is completed, the hotels will be franchised. It seems that Stardon is looking at a few international three-star brands, such as Days Inn, Choice Hotels Europe, Ramada Encore and, possibly, Sheraton's "W". The deal, which is due for completion on 19 April, involves 1,405 bedrooms in hotels located all over the UK, including the London Mews, Brighton Pier and Edinburgh Grosvenor.

Chardon Management, currently a franchisee of InterContinental Hotels Group and Choice Hotels Europe, will manage the 11 properties, which employ nearly 1,500 people, who are likely to keep their current employment contracts.

Source: Caterer & Hotelkeeper magazine, 23 March 2005