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London-based Alternative Hotel Group changes its name to De Vere Group

News The UK native Alternative Hotel Group has made a decision to rebrand its properties and operate on the market under the name De Vere Group. All hotels in the United Kingdom owned by this hotelier will soon change their names.

According to the company’s CEO Richard Balfour Lynn, the company wishes to underline the high quality service provided by the brand and wants its customers to associate De Vere with excellence and value for money. The company is now known as the leading independent hotel brand in the UK.

Currently De Vere Hotels has 11 accommodations in the UK in its portfolio. The company sells more than 400,000 room nights. The estimated revenue for 2010 reaches £97 million. De Vere Hotels also owns golf courses in the UK that bring the company the revenue of £6 million. According to the data provided, the company’s tourist base consists of 60% of business travellers and 40% of leisure tourists.

Hotels in the UK are not the only properties of De Vere Hotels. The company also owns Greens leisure clubs, distiller G&J Greenall and more. The total number of properties reaches 65 units, among which are hotels, conference halls, 16 golf courses and venue locations.

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