Compass Hospitality will be rebranding its Big Sleep hotels in Cardiff, Cheltenham and Eastbourne to the company’s Citrus brand.
Following the debut of the brand in the UK with the 51-bedroom Citrus Hotel Coventry (pictured) last year, all three hotels will be re-branded to the boutique budget brand from 1 February.
The properties have undergone substantial refurbishments recently in order to reposition them in their respective markets.
The 83-bedroom Cardiff hotel has received a £1.2m investment into the property and its facilities including a new reception area, while the new 60-bedroom Citrus Hotel Cheltenham is undergoing refurbishment of its bedrooms and public areas, and the 50-bedroom Citrus Hotel Eastbourne also sports newly refurbished interiors.
Compass Hospitality’s president and chief executive Harmil Singh said: “The importance of building a brand network cannot be understated in a market where distribution and resources are better managed through standardisation and consolidation.
“With this latest expansion we should see greater efficiencies and returns to scale, both of which are welcome opportunities in an industry where margins are tight and competition is unyielding.”
Matthew Welbourn, executive vice president of operations in the UK, added: “On top of the financial investments made into refurbishing the properties, there has also been a lot of strategic work done to ensure that the brand transition is straightforward and smooth.”
Thai-based Compass Hospitality has 45 hospitality properties across the UK, Thailand and Malaysia, including six Citrus hotels in Thailand and Malaysia. Its 13-strong UK portfolio of owned and operated properties includes two Best Western-branded properties (Queen’s hotel in Dundee and the Best Western Plus Milford hotel in Leeds), as well as the Crown Spa hotel in Scarborough, Harkwell House in Oxford, Lace Market hotel in Nottingham, and the Columba hotel in Inverness.