Jurys eyes 5-star market with €200m rebranding

JURYS Hotel are no more as the group is embarking on a €200 million rebranding and refurbishment programme which will see it move further into the five-star market.

The 11 Jurys hotels will be known collectively as the Doyle Collection with each hotel being renamed in relation to its location.

The hotel in Cork city will be known as the Cork Hotel, while the Dublin hotels will be known as the Croke Park Hotel and the Westbury Hotel.

The other hotels in London, Bristol, Boston and Washington DC will also change names.

The Jurys Doyle Group is looking to move away from the Jurys brand, which it says is confusing its customers.

The group will not be expanding for “at least a few years”, according to its chief executive, Bill Walsh.

The Jurys Inns division of the Jurys Hotel Group was sold to Quinlan Private last year and now operates as a separate entity.

Walsh did not rule out a move into New York, saying every hotel group looks to the city at some stage.

“It’s something we may look at in the future but we are not focused on at the moment,” he said. Mr Walsh said he was never one to pay much attention to star ratings but said the group will offer a five-star service to guests.

He also said prices at some of the hotels will change as the group moves further into the luxury market. The refurbishment programme will see nine of the 11 Doyle Collection properties get facelifts.

Chairman of the Doyle Collection Bernie Gallagher said: “The creation of the Doyle Collection signals a new dawn for our organisation. Our new identity reflects a long tradition of excellent service, but also embodies the spirit of the new luxury hotel group we are becoming.”

The rebranding will begin in January with the Westbury Hotel in Dublin and followed by the Marylebone Hotel in London.