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Real Hotels launches ‘no frills’ brand
The Real Hotel Company (RHC) has launched a new brand called purplehotels.
Michael Prager, chief executive, said: “Purplehotels define themselves as ‘no frills chic’, bringing a touch of style and cool to a hotel sector that has previously only defined itself by price.”
The first two newly branded hotels are at Braintree in Essex and Glasgow Airport, with a further nine hotels converting from their current Sleep Inn brand on 31 January and new openings in Sheffield and Ipswich planned for 2008.
In addition, RHC will end its the master franchise agreement on operations in continental Europe – encompassing the Comfort, Sleep Inn, Quality and Clarion hotel brands – with Choice Hotels International at the end of the month.
Chair of RHC, Peter Catesby, said: “Our exit from franchising represents a major step in the growth plans of the Real Hotel Company as we focus on high margin, high-growth sectors and exit our legacy businesses.
“Whilst we will remain a large franchisee of Choice for our mid market brands, selling and servicing franchises on behalf of a third party no longer fits with our business strategy.”
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