Three hotels owned by the London Town House Group (LTH) are to be added to the Mercure brand, operated by Accor UK and Ireland.
Accor, which has a portfolio of 156 hotels in the UK, has signed a franchise agreement with the five-strong London Town Hotel Group, helping it to move closer to its goal of operating 300 hotels across the country by 2015.
The three hotels, representing a total of 240 bedrooms, will reopen as four-star hotels under the Mercure brand within the next four months. The Mercure London Paddington hotel will be launched next month, with the properties in London Kensington and Nottingham opening in June 2011.
The deal follows on from the Accor announcement in January that it would be operating 10 hotels owned by Focus Hotels under the mid-scale Mercure brand.
Jean-Jacques Dessors, chief operating officer of Accor UK and Ireland said: “The agreements demonstrate Accor’s ability to choose a strong franchisee partner such as LTH to grow the Mercure brand in the UK market.”
Koolesh Shah, managing director of LTH, said that Mercure was a strong global brand which complemented LTH’s ethos of four-star city-centre hotels.
“This deal achieves a part of this vision which I hope will be of benefit to our customers,” he said. “It is really exciting to be working with Accor for the first time.”
As well as the Mercure brand, Accor also operates hotels in the UK under the Sofitel, Novotel, Mercure, Ibis, All Seasons and Etap Hotel brands. Worldwide, Accor has 4,200 hotels in 90 countries.
By Janet Harmer
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Published by: The Caterer