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Robin Ford has been appointed as the general manager of Europe’s first Park Regis Hotel in Birmingham.

He will be responsible for the overall leadership and direction of the four-star hotel, as well as the management of a senior team of 15 and all of the 150 new employees. He will also play a large role in the rollout of the brand across Europe.

He has spent 11 years at InterContinental Hotels Group where he was responsible for hotels across the UK, Ireland and Australia. In the previous five years he has held general manager roles at Macdonald Hotels & Resorts, most recently at Hill Valey Golf & Spa Resort, Shropshire.

Ford, who himself is a Brummie, said: “This is the fifth opening of my career and I’m excited to be part of creating something new. There are lots of hotels in Birmingham and our challenge is to create something different that will make us stand out. It’s about us generating results through people, putting pride and passion in and offering genuine hospitality. This is an iconic project to be involved with and I can’t wait to get back to my roots in the city centre, back to where I started.”