glh announces ‘every’ hotels: category innovation in the 4-star sector
A better deal for owners – glh redefining the relationship
Our research shows 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 that. In response, every focuses on a four star bedroom product aimed at maximising the yield to owners of new build hotels and properties ripe for conversion. The new deal includes:
- Flexible contracts, fair to both parties
- 4 star quality with better investment and overhead efficiencies (low investment cost and high yield)
- An efficient and technology-enabled experience delivered through our unique Value Centre (VC) management model and our guest-centric approach to management
- Data driven decision making
- Perfect for existing hotels, conversions and new builds
Commenting on today's announcement Mike DeNoma, Chief Executive of glh said:
"The four star full-feature hotel product is a dinosaur for many cities around the world. We estimate half of all 4 star hotels outside gateway cities have too many restaurants and barely used meeting facilities (figures in notes to editors). 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".
Investment based on research
As the largest owner operator in London, we're excited about the product and our first hotel, every Piccadilly, will open in November.
Commenting on today's announcement Ian Gamse, Director at OTUS & Co, specialist hospitality finance and strategy advisors said:
"It should be obvious that supply needs to match demand. But the big old four-star hotels were designed to meet a demand that scarcely exists outside gateways cities. However much customers say that they like hotels with lots of restaurants, ballrooms, meeting spaces, spas, swimming pools and whatever – they hardly use those facilities. It's so much wasted space. Property owners know this and are exasperated.
"So there's clearly room for a brand that offers bedrooms with the same up-market comfort and quality, but without needing the excessive investment and overheads that accompany extensive non-rooms facilities. It's good for the customer, the hotel owner and the brand identity. And that's the gap that we see every filling."
The launch of every Piccadilly will be followed by Hyde Park, Leicester Square and Bloomsbury, providing customers easy access to London's top attractions, restaurants, bars and entertainment. 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.
every is committed to making sure every guest has a convenient, hassle-free stay from the point of booking - by offering guests a simplified booking journey - to the latest innovative technology across the hotel including Smart TVs and device connections. glh has committed to investing in and upgrading the newest technologyevery two to three years. As with all glh properties, every has invested in the fastest, free, unlimited Wi-Fi for all guests, throughout the hotel.
Colin Roy, Chief Marketing Officer at glh said:
"The every offer will be underpinned with great locations, great technology and a hassle free experience. We look forward to welcoming guests from around the world through the doors of this new and exciting format."
About glh Hotels
glh Hotels refers to GLH Hotels Management (UK) Limited, a subsidiary of Singapore listed (SGX:B16) GL Limited. glh Hotels is the largest owner-operator hotel company in London with 15 Hotels in top London locations, and leading with the fastest Wi-Fi in the world. For more information on glh Hotels visit http://www.glhhotels.com