The Paramount Hotels group is to re-brand many of its properties in order to raise its profile.

The Paramount name has been incorporated into the names of 17 hotels in its portfolio – so the Marine Hotel in Troon will become the Paramount Marine Hotel.

Three recently acquired hotels from Furlong will form part of a new sub brand to be known as Signature Hotels, which will carry the tag line A Paramount Signature Hotel.

Manju Goel Paramount’s sales and marketing director said: “This branding activity has allowed us to streamline the identity of our hotels, make all of our properties instantly recognisable and link them back to our hotels.” Details: www.paramount-hotels.co.uk