Hotel group Jurys Doyle has become The Doyle Collection with immediate effect as part of a €3m (£2.6m) rebranding exercise.
The rebranding, a condition of the company's €1.165b (£790m at June 2007 exchange rates) sale of its Jurys Inn brand to investment firm Quinlan Private last year, forms part of a €200m (£173m) refurbishment programme.
Nine of the group's 11 hotels across Ireland, the UK and the US, will be refurbished as the company looks to reposition itself into the luxury end of the market. Its hotels in Croke Park, Dublin, and in Cork are the only ones not being renovated.
The group last month closed its Kensington Hotel in London and the Dupont in Washington for renovations and they are due to reopen in March. The revamp of all nine properties will be completed by the end of next June.
Bill Walshe, chief executive of The Doyle Collection, said: "Although there is no doubt that the current economic conditions are challenging, we are convinced that our focus on the creation of highly individual, central located luxury hotels will be the driver of repeat business and future growth."
The group has developed a new online central reservations system and opened a sales office in New York.
By Daniel Thomas
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