Paramount Hotels, owned by Dawnay Shore Hotels, has announced it is rebranding after its recent purchase of Furlong hotels.
For ease of identification the Paramount name has now been incorporated into the names of seventeen of its hotels, so the Imperial hotel Blackpool is now the Paramount Imperial hotel.
The three recently acquired Furlong hotels, the Lygon Arms, Billesley Manor and Coombe Grove Manor hotel, will form part of a new sub-brand known as Signature hotels.
They will carry the tag line "A Paramount Signature Hotel".
Manju Goel, Paramount sales and marketing manager, said: "This branding activity has allowed us to streamline the identity of our hotels, make all our properties instantly recognisable and link them back into Paramount hotels."
Signature Hotels will include extra features for guests such as valet parking, a turndown service in all rooms, free weekday newspaper and a more personalised guest service.
By Chris Druce
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