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UK’s De Vere Village Hotels Tries New Luxury Room Type

News The British hotelier De Vere Village has presented to public its new luxury guestroom concept. The event took place in St. David’s hotels in Chester, Swansea, and Solihull. The concept has received the name “UpperDeck” and will be spread in the majority of the hotels of the chain. Each hotel by Village Group will have up to 20 UpperDeck guestrooms. Over 1000 guestrooms are scheduled for opening by September 2012.

With the help of UpperDeck rooms the company plans to increase the average room rate and enhance its profitability level. The company expects these rooms to become very popular among either leisure or business travellers. According to the developer of the new concept, today many hotels try to downgrade their costs by returning to basics. This is particularly true for middle scale hotels that have to survive in the situation of the global downturn. Quite often they turn to basic amenities and small selection of services, but this is definitely not what customers want.

New features present in UpperDeck rooms include a new SweetDeams bed that features luxury mattress and Egyptian cotton linens, in-room Starbucks tray, Bose sound docks, a complete Sky entertainment package including popular Sky Movies, and various toiletries provided by Arran. These are not the only benefits as all guests who book UpperDeck rooms will gain an opportunity to access UpperDeckClub. The access is valid for the period of stay and three months after it. The club provides its members with a permission to buy various products from British brands at special discounted rates.

The hotelier hopes the new guestrooms will help to unleash the potential of Village hotels and will fully display the main philosophy of the brand – great rooms, great service and great experience.


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