The boss of the newly named Real Hotel Group (RHG) has taken a swipe at his budget hotel rivals.
Speaking at the launch of the new corporate name yesterday, RHG chief executive Michael Prager said the change from CHE Hotels Group was part of an ongoing regeneration of the company.
"Real is what we aspire to be," he said. "Real quality and real hotels staffed by real people, not just blocks of bedrooms with janitors."
Whether getting "real" will be enough to turn around the struggling company, which operates the Comfort Inn, Quality Hotel, Sleep Inn and Clarion brands within the UK, remains to be seen.
Following a year of upheaval, CHE Hotel Group announced a loss after tax of £7.9m for 2006 described at the time as "very disappointing" by the company's management team.
At the same time both Whitbread-owned Premier Travel Inn (soon to be Premier Inn) and Travelodge have goon from strength to strength and both have ambitious expansion plans on the back of consistently strong financial results.
By Chris Druce