glh hotels has announced plans to debut a new brand in London.
The new Amba brand will be a four-star contemporary offering with free WiFi, and will debut in London with four hotels first, before branching out to 30 cities in the UK and internationally in China, the USA and Europe.
The four London properties will be reflagged hotels already owned by glh with locations in Marble Arch, Tower Bridge, Charing Cross and Buckingham Palace Road. Singapore based glh also operates the Thistle and Guoman brands.
The latter will open first in June 2014 with the others to open into 2015.
A total of GBP70 million will be spent on the new brand, which has been developed after research found demand for a four-star brand.
“We’re excited to launch Amba a new hotel brand that signifies our intent and ambition to unlock human potential and give property owners and developers a new deal in the four-star market. We want to be the first port of call for developers, owners and investors who want a new deal from a hotel management company,” said glh’s CEO Mike DeNoma.
Colin Roy, chief marketing officer at glh added: “Four-star hospitality can be impersonal and lack differentiation. The launch of Amba signifies a step change in the market. An Amba hotel will combine a fantastic location with genuine warmth, intuitive service and technology to ensure that both business and leisure travellers get the most out of their stay.”