QHotels switching its UK hotels to Marriott’s Delta brand
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QHotels is a small chain of 25 four-star UK hotels. Some are run as DoubleTree by Hilton franchises, others trade under their historical names.
Properties include:
- DoubleTree by Hilton hotels in Glasgow, Cambridge (Belfry), Stratford upon Avon, Oxford and Forest Pines
- The Queens, Leeds
- Oulton Hall, Leeds
- Crewe Hall, Cheshire
- Dunston Hall, Norwich
- Norton Park, Winchester
- The Belfry, Nottingham
…. and many more. A list is on their website here.
It seems that QHotels is about to rebrand the majority of these hotels under Marriott’s Delta brand. This would be a coup for Marriott which currently has no Delta properties in the UK.
Delta is a ‘conversion’ brand, just like DoubleTree and IHG’s new voco brand. A ‘conversion brand’ is a brand without brand standards, allowing virtually any half-decent existing hotel to literally switch overnight without having to worry about the power output of the hairdryer, thread count of the bedsheets etc.
The Nottingham Belfry is already showing on marriott.com as Delta Nottingham – see here. It switches in April.
If you look at this page of the QHotels website, you will see that the legal entity for the bulk of its hotels has changed to ‘Delta XXXXX’. Crewe Hall is now legally Delta Crewe Hall Op Co Limited for example. This makes it highly likely that these properties will also be converting during the next few months.
Even the DoubleTree hotels seem to be switching. DoubleTree by Hilton Stratford Upon Avon is now owned by Delta Stratford Op Co Ltd, for example.
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