Glh is launching a limited service brand in the four-star sector called Every Hotels, in response to many full-service properties it describes as "dinosaurs".
The brand will get off the ground with the refurbishment and conversion of four Thistle hotels in London, starting in November with the Every Piccadilly and followed by properties in Hyde Park, Leicester Square and Bloomsbury. The hotels are currently part of the 31-strong Thistle brand operated by Glh, the London-based subsidiary of Singapore-listed GuocoLeisure Group.
Up to 50 Every hotels are expected to be launched globally by the end of the decade, through both the conversion of existing and building of new properties.
The new brand aims to provide maximum yield for owners by focusing on bedrooms, without the addition of meeting and event spaces which can often stand empty in regional locations.
Mike DeNoma, chief executive of Glh said that the four-star, full-feature hotel is "a dinosaur" for many cities around the world.
"We estimate half of all four-star hotels outside gateway cities have too many restaurants and barely used meeting facilities. The four-star sector continues to bury its long neck in the sand, in the face of changing customer needs. Every is our direct response to owners and developers burdened with legacy buildings who are keen for a new four star option that responds to the changing market".
Ian Gamse, director at hospitality advisors Otus & Co, said that Every Hotels will fill the gap for a brand that offers bedrooms without the investment and overheads that accompany extensive non-rooms facilities.
Glh was rebranded from Guoman Hotels in June 2013 and has now introduced three new brands, with Every Hotels sitting alongside the recently launched Clermont (luxury) and Amba (four-star) brands and the established Thistle group.