Amaris Hospitality to complete £100m investment programme with Brighton's Waterfront Hotel re-brand

03-Dec-2015 - Last updated on 26-Apr-2021 at 17:39 GMT

The Waterfront Hotel in Brighton will be re-branded Jurys Inn

Amaris Hospitality is set to complete its £100m hotel rebranding and repositioning programme with the re-branding of the Waterfront Hotel in Brighton to a Jurys Inn.

The hotel investment company, led by CEO John Brennan, announced plans in October to rebrand and reposition 22 hotels within its portfolio.

Three hotels have been rebranded under the Hilton name while 11 will become Mercure hotels. Waterfront Hotel, Brighton will be the ninth hotel to join the Jurys Inn chain after eight were rebranded in October.

Amaris plans to invest £5.6m to convert the 210-bedroom Waterfront Hotel, currently part of the Hotel Collection, into Jurys Inn Brighton Waterfront.

The investment will be used to ‘enhance and refresh’ bedrooms, conference and meeting rooms and re-brand the four-star property with work expected to be completed late next year.

In addition, the company plans to spend £1.9m on improving its existing Jurys Inn hotel in Brighton.

Brennan said: “We are delighted to be adding such a high performing hotel to the Jurys Inn brand. 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.”

“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."