De Vere Village - the mid-market hotel brand with extensive leisure facilities - has been relaunched as De Vere Village Urban Resorts.
The new name was announced by the group's new chief executive Robert Cook (pictured) at a launch party at the group's Farnborough venue last night.
He told a gathering of investors and media that the new name - with the strapline Live Life, Love Life - reflects the all-encompassing brand which provides bedrooms, food and beverage, spa and a leisure club all under one roof, within an urban environment.
The individual elements within each of the 25 De Vere Village Urban Resorts across the UK have also been rebranded under the names of Victory Chop & Ale House, Velocity Health & Fitness and Viva Urban Spa.
Cook described the brand as "the most exciting hotel group in the UK today" and said that plans are coming together for the launch of an additional 15 to 18 hotels within the next three to five years. He also hinted at the possibility of an expansion of the group overseas.
By Janet Harmer
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