Brighton hotel to become a Jurys Inn in €8m Amaris investment
Amaris Hospitality, the group which includes the Jurys Inn brand, is to add The Waterfront Hotel in Brighton to the Irish hotel chain in an €8m investment.
The €8m will be spent on rebranding the four-star hotel and refreshing its rooms.
Meanwhile the group is spending another €2.7m on refurbishing its other Brighton-based Jurys Inn, bringing the total spend in Brighton to nearly €11m.
The spending is part of Amaris' €140m capital investment programme, which also includes the rebranding of its Custom House Hotel to a Hilton Garden Inn.
Speaking about the Brighton investments chief executive of Amaris, John Brennan, said the Waterfront's quayside location will be a major advantage.
"This initiative will see the hotel leverage its prime location, next to Brighton's famous pier, with a significant investment programme to further enhance its exceptional customer service and business performance," Mr Brennan said.
The group's CEO doesn't expect much disruption to the Waterfront's business during its change into a Jurys Inn, saying that the rebrand should be complete before the end of 2016.
"I have all confidence that our guests will enjoy a smooth and seamless transition as we reposition the Waterfront hotel to the Jurys Inn brand.
"With an exceptional leadership team and dedicated employees we hope to complete the transformation of both properties in Brighton by Q4 2016," Mr Brennan said.
The transition of The Waterfront Hotel to a Jurys Inn represents the ninth addition to the brand after Amaris added eight hotels to it in October.
Amaris is currently transferring a series of its hotel to different brands under the programme.
The group has added 11 hotels to the Mercure brand and three to the Hilton Worldwide brands.
The group's focus remains on getting the most out of its existing hotels and it is understood that the company has no imminent purchases pending.
This was echoed by Mr Brennan back in November when he ruled out a move for the Gresham Hotel in Dublin.
Amaris is owned by private equity firm Lone Star and consists of 89 different hotels.
The major brands that the group is made up of are Jurys Inn, Mercure, MGalley, Crowne Plaza, DoubleTree by Hilton, and Hilton Garden Inn.
It is one of the largest hotel groups across the UK and Ireland employing over 8,000 people with a total of 15,000 hotel rooms.
There are six Jurys Inn hotels across the island of Ireland including three in Dublin and another in Belfast.
The Jurys Inn brand, which was founded in Ireland, consists of 36 hotels spread across Ireland, the UK and the Czech Republic.
Amaris also own 30 Mercure hotels under the Accor brand as well as more hotels under 'The Hotel Collection', of which The Brighton Waterfront was a part.