Guoman Hotels brand to be 'retired' as Guoman Hotel Management is rebranded as glh.

US-born former banker Mike DeNoma, recently-appointed chief executive of Guoman Hotel Management, today revealed that the UK-based hotel owner-operator had been rebranded as glh.

DeNoma also announced the replacement company would launch three entirely new hotel brands in the space of the next 12 months as it aims to use data to deliver the 'best guest-centred experience in the industry'.

The first of the three brands, a new luxury hotel concept, is set to be revealed next month.

However BigHospitality has learnt that there are plans to eventually retire the Guoman Hotels brand following the launch of the new company. Thistle Hotels, the four-star brand also operated by glh., is expected to remain.

The ten-year expansion strategy for all the glh. brands will focus on '100 major global cities'.

Transformation ​

glh., formerly known as Guoman Hotel Management, is a subsidiary of GuocoLeisure Limited, a Singapore-listed company which has a secondary listing on the New Zealand Exchange. In total, the company owns or operates 8,279 hotel bedrooms in 36 UK hotels, over 4,000 of the bedrooms are located in London. 

Mike DeNoma, chief executive of glh., said today's rebrand was the start of a long-term transformation of the business.

"We’re delighted to launch glh., a new hotel company that signifies our intent and ambition to unlock human potential and give property owners and developers a new deal," he said. 

The transformation strategy involves offering more flexible terms and conditions to property owners and developers and giving greater autonomy to individual hotel management teams.

"We want to be the first port of call for developers, owners and investors who want a new deal from a hotel management company. 

"If you want to change the world, be profit accountable in an autonomous and decisive general management role, give us a call," DeNoma added.