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De Vere undergoes £100m brand relaunch

And the company’s new meeting and events product, Smart Space, has also launched this month

Pictured: the boardroom at De Vere Wotton House

De Vere has undergone a brand relaunch following an investment of more than £100 million from Starwood Capital Group

Bringing together 22 properties, 662 event spaces, 1,200 acres of grounds and over 4,000 bedrooms, the relaunch sees De Vere’s collection of country estate hotels extensively renovated to celebrate their British heritage and the estates’ natural landscapes. The investment is part of the Principal Hotel Company’s wider £300 million investment programme across the group’s 35 UK properties.

Laurie Nicol, COO, De Vere, commented: “We’ve got a fantastic team working on the transformation of De Vere, and our new-look brand is already receiving great feedback from both business and leisure guests. The £100m invested includes comprehensive hotel renovations, as well as staff training and development, and thoughtful expressions of the new brand such as Hunter wellies, unique sculptures and outdoor breakout spaces.

“By restoring these stunning historical buildings and breathing new life into our event spaces, we’re creating inspirational locations where traditional values meet the latest luxuries.”

The company’s new meeting and events product, Smart Space, has also launched this month, offering nine service features: ease of booking; inspirational meeting rooms; a personal conference host; tech-savvy support; new Burr & Co. breakout areas; nutritionally balanced delegate menus; three rewards programmes; inspiring outdoor spaces and access to a team of specialists to help ensure delegates get moving and remain motivated throughout the day. Smart Space will be available at many De Vere properties across the UK.

The investment in the estate’s grounds has formed a crucial element of the rebrand. The Great Outdoors project has placed super-fast outdoor Wi-Fi up to 100m from the property, commissioned sculptures, created kitchen gardens and introduced bee hives and bug hotels to encourage native wildlife.

A new coffee shop concept, Burr & Co. has been placed in a number of updated properties and will continue to be introduced to the portfolio over the coming months.

De Vere is also transforming its restaurants and bars through modern menus based on traditional British cooking and ingredients and outdoor dining experiences. The team has developed new conference menus as part of an initiative that will see De Vere properties now offer nutritional values for each dish along with menu items and ingredients that help promote energy level and concentration.

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