glh, the London-based global hotel subsidiary of the Singapore-listed GuocoLeisure Group, has announced the launch of its new contemporary four-star hotel brand, Amba.
Amba is set to be Europe’s largest four-star brand launch, with 2088 rooms in London by 2015. glh will invest a further £70m into the chosen four-star hotels to provide quality hotel experiences for business and leisure travellers.
Amba is launching with four hotels, which situated just a few paces from world-famous landmarks, in some of London’s most prestigious locations – Marble Arch, Tower Bridge, Charing Cross and Buckingham Palace Road. The four hotels will re-open following major refurbishments, with Buckingham Palace Road the first Amba hotel to launch in June 2014.
The launch of Amba has been driven by extensive market research, which has revealed a significant opportunity to address client needs in the four-star sector – such as more personalised service, seamless technology and authentic experiences.
glh’s ambition is to grow the Amba brand in the UK to around 30 properties, with further growth internationally in China, Malaysia, and the USA.
Mike DeNoma, CEO at glh, says: “We’re excited to launch Amba, a new hotel brand that signifies our intent and ambition to unlock human potential and give property owners and developers a new deal in the four-star market. We want to be the first port of call for developers, owners and investors who want a new deal from a hotel management company.”