The UK’s leading independent hotel and hospitality group, Alternative Hotel Group (AHG), has announced that it is rebranding as De Vere Group.
The move follows a review that recognised the strength of AHG’s leading De Vere brands.
The principal operating brands will be De Vere Hotels, De Vere Venues and De Vere Village.
The brands of Greens, the 15-strong leisure club business and G&J Greenall, the gin and vodka distiller, will be unaffected.
De Vere Group operates 65 major hotels and residential conference venues across the UK and is jointly owned by management and Lloyds Banking Group.