The new brands on the block: Principal and De Vere

Starwood Capital, owner of some of the UK’s best-loved hotels, unveils its Principal and De Vere brands

The Refuge bar at Principal Manchester – a stylish bar with a huge range of drinks on display

The Refuge bar at Principal Manchester, the flagship Principal hotel property

International investment group Starwood Capital is the brand behind hundreds of UK hotel properties. This autumn it announced a restructuring of its business, from three key brands – Four Pillars, PH Hotels, and De Vere Venues – to two: Principal and De Vere. Modern and urban in feel, Principal will include the group’s city-centre properties, while De Vere will showcase its collection of country-estate hotels, many with enviable outside spaces. The move follows a £150m investment in the renovation of its city-centre sites.

Principal hotels

The first Principal-branded hotels will be at the group’s sites in Edinburgh, York and Manchester. The latter will reopen on 1 November 2016 as a flagship property for the relaunched portfolio. The Principal Manchester (formerly the Palace Hotel) puts guests at the heart of the action on the corner of the city’s Oxford Street. It is home to The Refuge dining room and public bar, both modern and inviting meeting and dining spaces with a focus on great food and drink. In addition, Principal Manchester offers the largest hotel ballroom in the north west of England among its 17 events spaces.

Currently, three Principal-branded properties are planned across its UK collection, with more set to open in the future.

De Vere hotels

More than 35 UK properties will come under the De Vere umbrella. Putting 1,000 meetings and events rooms at its guests’ disposal, the brand is also putting its efforts into developing some of its impressive outside hotel spaces and facilitating outdoor meetings and events. In total, De Vere will offer 1,700 acres of landscaped grounds, ranging from golf courses and gardens to outdoor kitchens.

De Vere’s country house hotels are ideal for those looking for well-appointed accommodation with great service and a sense of history. Existing properties include the elegant Mansion House in Berkshire and Wotton House in Surrey. The De Vere brand will officially relaunch in 2017, with a focus on combining travel for business and leisure.



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