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London’s Hard Rock Hotel rebrands

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The Hard Rock Hotel in London is to rebrand.

The hotel was historically known as The Cumberland. It was fully renovated before reopening as the Hard Rock Hotel in mid 2019.

It will now revert to The Cumberland name.

Hard Rock Hotel London to rebrand

The timing, given the pandemic, was not great. The hotel was selling rooms for as low as £71 per night in 2021, looking at old HfP articles, and the PR around it was poor. I’d virtually forgotten it existed and never had any need to visit.

The hotel is operated by Clermont Hotel Group, formerly glh Hotels, which also runs The Clermont (ex Amba), Thistle and Guoman brands.

London's Hard Rock Hotel rebrands

All of these are, to one extent or another, failing or failed brands.

Clermont should grasp the nettle and rebrand its hotels – many of which have prime sites in Central London – under respected international brands, and spend their time on hotel management rather than branding and marketing.

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