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British hoteliers create new brand “Snotels” specializing in alpine destinations

A group of London-based hoteliers and a former snowboard instructor are planning to launch what they call “alpine hotel brand” that will collect midscale hotels in Europe and then in other parts of the world.

Snotels brand will specialize exclusively on ski resort destinations. The idea of creating the world’s first alpine ski brand appeared in Michael Metcalfe’s mind after he had tried to find a quality and reasonably priced accommodations across Europe, North America and Australasia. Now the former snowboard instructor is the executive manager of the new brand.

The hotels under this brand will target alpine enthusiasts and will offer quality service on affordable price. All hotels in alpine ski destinations are welcome to join this brand. In order to do this they need to implement the standards of the brand. However, Snotels provides flexibility and wide choice of designs and operations for hotel owners. Together with Michael Metcalfe in this project are involved a former vice president of Hilton international Mike Jones and Paul Clark, a former CEO of Virgin City Hotels.

Snotels claims to have around 50 properties around the world by 2016 with each of them ranging from 20 to 150 guestrooms.

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