The Alternative Hotel Group is being renamed as the De Vere Group, reflecting the strength of its De Vere brands.
"The rebranding recognises the strength of the De Vere brand, which reflects excellence, high-quality customer experience and value for money," said De Vere Group's chief executive, Richard Balfour-Lynn.
"We believe that the parent company name should reflect its principal brands and be recognisable as the owner of the UK's leading independent hotel and hospitality businesses. The emphasis of the De Vere name across these successful operating businesses will have significant resonance with our large and growing customer base."
The De Vere Group is made up of three divisions - De Vere Hotels, De Venues and De Vere Village, which is being renamed from Village.
De Vere Hotels' 11 properties will have sold more than 400,000 room-nights by the end of 2010, with a total revenue of £97m from its hotels and £6m from its golf courses.
De Vere Village operates 26 hotels, which are forecast to sell almost 800,000 room-nights by the end of the year, having generated a total revenue of £143m. Six new-build hotels are planned for 2012, each with a substantial leisure club with an average of 3,800 members.
De Venues provides facilities for training sessions, meetings and conferences at 29 locations.
The De Vere Group owns a total of 65 hotels and residential conference venues across the UK, as well as 15 Greens leisure clubs and G&J Greenalls distillery. It also has 16 golf courses at 11 of its hotels and venues.
By Janet Harmer
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