Stein Hotels and Resorts has rebranded as Franklyn Hotels and Resorts ahead of a planned global expansion.
The company said the new brand would convey its transformation from a European hotel company to a global player.
Franklyn has in place an investment deal with Singapore-based real estate company the KOP Group and is looking to get a foothold in Singapore, China, Indonesia and Thailand by 2010.
In November 2008 the company appointed Michael Sagild as chief executive, with David Stein chairman of newly named Franklyn Hotels and Resorts.
Sagild said: "Our new focus with Franklyn is on strategic growth with a global rather than a Eurocentric outlook.
"We will build on the fundamental work of Franklyn's existing portfolio and philosophy, to roll-out luxury boutique hotels onto a wider geographic platform - achieved alongside KOP Group.
Franklyn is also looking at opportunities in the USA and, in the medium term, the Middle East.
By Gemma Sharkey