Crerar Hotels has launched a Swallow website, after purchasing the rights to the name last month.
The site, at www.swallow-hotels.com, allows guests to book directly online to one of its 26 Swallow sites in England and Scotland.
The company, which now has 33 properties in total including the Swallow sites, has said it was sure there was still value in the brand despite the negative fall-out from the collapse of London and Edinburgh Swallow Group.
The move comes just after Crerar appointed two new directors to the board.
Peter Bech, formerly of Grand Metropolitan Hotels and Whitbread hotels, is new director of operations last month.
Russell Hynd, who was previously in the sport and leisure sector of the Corsie Group, was named chief financial officer at the same time.
Crerar also promoted group operations director John Wilson to managing director, with overall responsibility for Crerar hotels, Crerar Management and short breaks company Easybreaks.
By Chris Druce