Posthouse makes room for new brand

The Posthouse hotel chain is unveiling a new brand designed to attract a different generation of business traveller.

Posthouse, part of the Forte hotel empire that was put up for sale by Granada Compass in the autumn, is reopening the former M4 Forte Crest Heathrow as Posthouse Premier Heathrow after a £10 million refurbishment.

The move signals the end of the Crest brand and marks a shift by the chain to a new brand, with 14 Posthouse Premiers set to be up and running by 2003.

Although the brand will still be aimed at mid-market travellers, there will also be glamorous twists, such as a second MPW Brasserie, launched by chef Marco Pierre White, in the new flagship hotel.