UK hotel chain Thistle has announced a £100m rebrand of over 30 of its properties.

The company says the new corporate identity will give an “informal contemporary” feel with enhanced service and quality.

The company aims to rebrand the first 25 hotels by June 2008, with plans for a rolling programme of refurbishment for every property in the portfolio to follow.

High-speed Wi-Fi access, flat screen televisions and investment in quality dining are all part of the plan.

Chief operating officer Chris Gillett says although Thistle’s portfolio has an excellent presence throughout the UK, its brand is a little dated and requires investment.

“The total investment is the largest in the brand’s history and follows extensive customer research to ensure out positioning and identity reflects what our customers want,” he says.

By Adrian McBreen