AB Hotels' Five Lakes Resort has dropped its Crowne Plaza branding, reclaiming its original name and returning to independent status.
The four-AA-starred, 194-bedroom resort in Maldon, Essex, has operated as the Crowne Plaza Resort Hotel Colchester - Five Lakes under the InterContinental Hotels Group (IHG) brand for the last seven years. AB Hotels acquired the property out of receivership in 1994.
AB Hotels director Rafi Bejerano said: "We decided to move away from the corporate approach of a branded hotel and restore the personal touch and family feel synonymous with AB Hotels' properties. Being independent again gives us the opportunity to be more flexible, dynamic and respond quickly to the needs of the market.
"The response has been tremendous so far and we are looking forward to re-establishing direct personal and trusted relationships with our agents, suppliers and loyal customers, particularly those in the local area".
The debranding has been spearheaded by the property's general manager Charles Morgan.
The hotel, located in 320 acres of parkland between Colchester and Maldon, has two restaurants, an indoor pool and spa and two 18-hole golf courses alongside an exhibition hall and 18 purpose-built meeting rooms.
AB Hotels owns Sopwell House in St Albans, Hertfordshire, and also owned the Arch London until recently, having sold the hotel to Japanese group StayWell Holdings and its parent company Prince Hotels in November.Get The Caterer every week on your smartphone, tablet, or even in good old-fashioned hard copy (or all three!).