GLH launches Thistle Express budget brand
GLH is to launch Thistle Express, a new budget brand which it claims will offer the fastest free Wi-Fi in the sector.
The first Thistle Express will open in London in 2016, with a further 10 hotels expected to open across the UK over the next five years.
Mike DeNoma, chief executive of GLH, described the new brand as one that caterers for the modern traveller. "You can no longer divide the market into travellers who only stay in economy hotels versus those who stick to four- or five-star luxury," he said.
"Research told us that fast, free Wi-Fi is not just a luxury for luxury hotel guests, but an expectation for economy hotel guests too. It's about offering guests what they want, at that moment in time, for that specific stay."
Thistle Express is the fourth brand - introduced by GLH since the company was rebranded from Guoman in June 2013 - alongside Clermont (luxury), Amba (four star) and Every (limited-service four star). They join the established Thistle brand.
While the rebranding of the Royal Horseguards hotel in London to the first Clermont hotel is yet to happen, Amba got off the ground with the launch of the Amba hotel Charing Cross (a former Guoman hotel) in December 2014. The first Every hotel opened in London in February 2015 after being retagged from the former Thistle Piccadilly property.
The growth of Thistle Express will be via the creation of new build properties and conversion of non-hotel and hotel buildings. However, they will not be converted from any existing Thistle hotels.
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