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February 20, 2007

CONFEX LATEST: De Vere rebrands to meet business needs

Following its takeover of De Vere Group in September 2006, The Alternative Hotel Group (AHG) has announced the formation of De Vere Collection, a new brand embracing both De Vere Venues and De Vere Hotels & Resorts.  

De Vere Collection will be divided into three: De Vere Venues, De Vere Heritage and De Vere Deluxe. Each will offer a different level of product in the business and leisure market, but all "will remain committed to delivering first class service in beautiful places with inspiring spaces".

AHG’s Richard Balfour-Lynn commented: “Now that we have acquired De Vere, we have decided to adopt the name that has so much recognition with both the general public and business users. De Vere Collection is a great brand with several different offerings in both the business and leisure market. By dividing the properties in this way, we are able to focus on offering individuals and organisations the best possible service in a particular market.”

According to De Vere chief operating officer TonyDangerfield, the grouping of properties in this manner reflects De Vere’s unique positioning and its commitment to offering the best possible quality and service across all properties.

“These changes recognise the vast differences that exist between the properties in the De Vere portfolio – from Cameron House in Scotland, to Dunston Hall in Norwich and to Holborn Bars in London," he said. "All fantastic properties in their own right, each offers a completely different product suited to a very different guest. By bringing properties together into likened groups, we are able to focus on their strengths and developing their assets to make them even better in the future”.

Under the changes, the new De Vere Collection branding will be rolled out across all sites. De Vere Venues will remain focussed on its core training, conference and meetings business in order to further strengthen its market leading position and offer its customers greater choice, flexibility and "outstanding service levels". De Vere Heritage business guests at venues such as Grand Harbour in Southampton and Heron’s Reach in Blackpool can expect "the best of conference and meeting facilities combined with superb leisure facilities". Meanwhile, De Vere Deluxe will provide top-end conference and event facilities for "something a bit special". AHG envisage the De Vere Deluxe properties as the ultimate destination for high-end business breaks where business leaders can immerse themselves in strategic thinking while enjoying a luxury environment.

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