De Vere Village looks to expand to 44 sites

by Janet Harmer , Friday 2nd March 2012 10:16

Robert Cook, newly appointed chief executive of De Vere Village, has announced details of plans to build up to 18 new hotels, as well as increase awareness of the mid-market brand.

Sites have already been identified and planning applications made in six locations - Aberdeen, Edinburgh, Milton Keynes, Bracknell, Crawley and Portsmouth.

"I would also like to see new Villages in cities like Bristol, Bath, Oxford, Cambridge and Durham," explained Cook, who since moving to his new role from his previous position role as chief executive of Malmaison and Hotel du Vin has carried out a review of the business.

He has visited all 26 Village hotels, which are currently predominately located in the North-west of England and the Midlands, and now aims to expand the brand predominately southwards. The hotels so far have been largely located in and around business parks and close to major motorway junctions, but new sites are now also being considered on main roads close to city centres.

While the existing Village hotels are all owned by De Vere, the development of the new properties - at about £17m each - will be a mix of owned and leasehold businesses, with the Lloyds Banking Group supporting the roll-out.

Cook said that one of his key aims is to raise the profile of the Village brand. "As a brand under the De Vere umbrella, we are not particularly well known outside of the North-west, but there is an awful lot going on at each Village with a fairly equal mix in turnover coming from the bedrooms, food and beverage and leisure facilities. We just need to get the story out there."

De Vere Village to introduce local ales for all 26 Victory pubs >>



By Janet Harmer


E-mail your comments to Janet Harmer here.

TabletalkIf you have something to say on this story or anything else join the debate at Table Talk - Caterer's new networking forum. Go to www.catererandhotelkeeper.com/tabletalk

Catererandhotelkeeper.com jobs

Looking for a new job? Find your next job here with Catererandhotelkeeper.com jobs


Blogs on Catererandhotelkeeper.com

Catch up with more news and gossip on all Caterer's blogs

E-Newsletters


For the latest hospitality news, sign up for our E-newsletters

 


Featured video - for more, visit Caterer and Hotelkeeper’s YouTube channel >>

    Caterer and Hotel Keeper Jobs
    Most ReadLatest Articles
    Most ReadMost Viewed Articles
    Related Industry Resources
    Sign up to Caterer and Hotelkeeper
    Mobile Site
    Also on Caterer and HotelKeeper
    Blogs