Major rebrand for Liverpool Atlantic Tower as part of £100million investment from Amaris Hospitality
The Atlantic Tower Hotel has rebranded as part of an impressive £100 million investment from Amaris Hospitality.
The 4-star property, located on Chapel Street, is one of 21 hotels in The Hotel Collection that will now feature under the Accor Hotels Mercure brand. The announcement will see imminent refurbishments to the much loved hotel; bringing the total number of Amaris hotels trading under Accor to 32.
General manager of The Atlantic Tower Steven Devine said:
“This is fantastic news not just for the hotel, but also for the city as another world renowned brand is bringing investment into Liverpool. In line with the major overhaul, money will be spent on refurbishing parts of our property, in particular some of our rooms and suites and also on other elements such as uniforms for our 110 strong team.
“Throughout these changes though, we will still retain our important heritage, which has been built up over the past 44 years. Alongside the investment, the Mercure Liverpool Atlantic Tower Hotel will be remaining true to its roots, and the much loved local features will remain very much apparent.”
Amaris is owned by private equity firm Lone Star which created the company in July and includes 29 Jury’s Inn hotels, 21 Mercure venues and three Hilton properties.
John Brennan, Amaris CEO, added:
“The rebranding and repositioning of these hotels is a key part of our strategy to leverage the size and scale of the unique Amaris Hospitality portfolio of hotel assets to accelerate its growth and development and create the UK’s best performing, most exciting hospitality investment and management company.”
Other hotels joining Mercure are The Haydock Park Hotel, The Caledonian Hotel in Aberdeen, The Grand Hotel in Bristol, The Brands Hatch Hotel in Dartford, The County Hotel in Newcastle, The Portland Hotel in Manchester, The Noke Hotel in St Albans, The Rougemont Hotel in Exeter, The Walton Hall Hotel in Warwickshire and The Daventry Court Hotel in Northamptonshire.