East London hotel to be rebranded as Yotel

The East London hotel is to be rebranded as the Yotel London Shoreditch from April, marking Yotel’s fifth city centre hotel in the UK.

It will be the fourth franchise property, second UK hotel conversion and 19th hotel in operation globally for the Yotel brand.

The 161-bedroom hotel, located in Bethnal Green, will be lightly refurbished to incorporate Yotel’s signature design and technology features. Guests will be able to check-in on self-service stations and use their mobile devices as SmartKeys.

The hotel has several types of room, including double, twins, family and interconnecting rooms, and also has its own bar, restaurant and co-working space.

Yotel London Shoreditch is owned by Crestline and Avelios, which bought the hotel last year from Definition Capital, and will be managed under franchise by Michels & Taylor.

Hubert Viriot, chief executive of Yotel, said: “Being able to secure two franchise deals in under three months is testament to the growing strength of the Yotel brand and its increased relevance in delivering low-touch high-tech hospitality experiences.

"We’re delighted to be working with institutional partners Crestline and Avelios, which once again showcases Yotel’s continued sophistication in working with established hotel owners and investors.”

Yotel operates six airport hotels in London Gatwick, Amsterdam Schiphol, Paris Charles de Gaulle, Istanbul and Singapore Changi, and 13 city centre hotels worldwide including in Edinburgh, London, Glasgow and Manchester. The Qbic Manchester was rebranded as a Yotel last year.

Yotel's major shareholders include a controlled affiliate of Starwood Capital Group, the Talal Jassim Al-Bahar Group, United Investment Portugal and Kuwait Real Estate Company (AQARAT).