Mid-market hotel group Jurys Inn is spending £9m on rebranding itself with the new tag line, Exceptional Everyday City Hotels.
"Our customers and employees understand that there's a Jurys Inn way of doing things which makes us different from other hotel groups and we wanted this to reflect in our positioning and hotels," said Gill Harris, sales and marketing director, Jurys Inn.
"The classification Exceptional Everyday City Hotels is in tune with our DNA - we genuinely strive to make the exceptional our everyday."
Although Jurys Inn is technically classified as a three-star hotel group, the company said that guests don't put it in that category as a result of its large reception areas, a separate bar and restaurant and friendly service.
Jurys Inn currently operates 30 city centre hotels in the UK, Ireland and Czech Republic.
New hotels will open in Bradford and Portsmouth this year and in Gateshead and Glasgow in 2011. Jurys Inn Islington is also to be expanded with 150 new rooms to meet demand at the hotel which currently runs at 90% occupancy.
By Janet Harmer
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