De Vere VILLAGE Hotels will now be known as De Vere Village Urban Resorts in a new move from recently appointed CEO Robert B Cook.
Just a few months into his new role as CEO, Mr Cook officially unveiled the new brand name last week as part of a strategic development programme planned for the hotel group that will see 15 to 18 new establishments open in prime locations in the UK over the next two years.
Village Urban Resorts has been designed to represent a quality and attractive destination brand that provides an affordable retreat for leisure and business guests.
Mr Cook said on the rebrand: “Village has built up a successful business model with a loyal guest following that hasn’t gone unnoticed, but it’s time to step things up. We’re redefining our sub-brands including our leisure offering – Velocity Health & Fitness – meetings product – Meetings at ‘The Hub’ – and using the opportunity to reposition the entire brand offering with the launch of a new restaurant and pub concept – Victory Chop and Ale House and spa experience – Viva Urban Spa. These sub-brands are at the heart of Village and are what will take us to the next level in our growth journey. It’s about doing things differently and actually giving our customers what they want.
“The urban resort now exists, with Village representing an oasis of urban cool close, but not too close, to major UK city centres. Space is at a premium in city centres, with average room rates becoming a warzone of undercutting and brand devaluation. Village represents an alternative, more convenient option, with space, choice and value offered without the high price tag.
“We’re currently in 25 great destinations and have new hotel locations already in the pipeline, including Aberdeen, Glasgow and Edinburgh where the brand is currently unrepresented. We’re also committed to strengthening the brand’s southern presence with locations such as Portsmouth and Bristol and are keen to develop discussions that will confirm those shortly.”