Mid July 2014, London-based hotel group and subsidiary of Singapore-listed GuocoLeisure Group, glh, has announced the launch of every hotels, a category innovation for the four-star sector. Every is targeted at the global quality-conscious business professional and city explorer, aiming to offer a better deal for property owners, whilst meeting the needs of customers. The first every hotel, every Piccadilly, will open in November 2014, followed by Hyde Park, Leicester Square and Bloomsbury. The four hotels will re-open following refurbishment with the ambition to add up to 50 further hotels globally by the end of the decade. Following research showing that four-star hotels outside gateway cities can have meeting and event space running as low as 30% occupancy, when room occupancy is running more than double this, every focuses on a four-star bedroom product, maximising revenue.