Liverpool-based independent company the Know Group has been relaunched as Savvy Hotels, following the sale of its non-core assets.
Savvy Hotels will now focus on the 96-bedroom Sleep Eat Love hostel and the 152-room Richmond aparthotel in Liverpool, as well as the 30-bedroom Townhouse in Chester.
Last year the group sold two sites of Love Thy Neighbour, in Liverpool and Manchester, and fast-casual chain Piri Piri Express.
Steven Hesketh (pictured), founder and chief executive of Savvy Hotels, said the rebranding had been a long time in the making.
"We took our time with the design and branding process, as we were conscious that we wanted to get it right and ensure that it reflected our offering and our future ambitions in the accommodation sector," he explained.
"We've kept our core values at the heart of our new identity, and remain committed to providing our customers with a service that feels independent, local and family-orientated, but is accessible, professional and unintimidating."
Australian-born Hesketh was an Acorn Award winner in 2008 when he was general manager of the Ramada Newton Park in Burton Upon Trent, Staffordshire. He launched his own business in 2013.
He added: "Hotels have always been my biggest passion, and I'm excited and optimistic about this next era for Savvy Hotels."