The 168-bedroom hotel, its Glaze Restaurant, eight meeting rooms and banqueting suite will now be managed and operated by Amaris Hospitality under a franchise agreement with Crowne Plaza brand owner InterContinental Hotels Group.
Crowne Plaza Marlow joins three branded Hilton hotels already open and will be joined by a further three - in Dublin, Edinburgh and Glasgow by the end of the year as part of Amaris Hospitality's £100m investment plans to re-brand and re-position 23 hotels from its portfolio.
Amaris Hospitality CEO John Brennan said: "We're very pleased to be adding another high performing and yet another iconic hotel brand to the Amaris Hospitality portfolio. It’s a great hotel, with an experienced management team and dedicated employees, and fits very well into our broader portfolio and our strategy to position Amaris Hospitality as one of the UK’s most significant owner and manager of well invested, modernised branded hotels.”
In addition to expanding its franchise division, nine hotels have already been added to the Jurys Inn hotel chain, whilst the total number of hotels trading under AccorHotels brands Mercure, Ibis Styles and MGallery has risen to 31.
On completion of the 2016 rebranding programme Amaris Hospitality’s three branded business divisions will comprise 74 hotels trading under eight leading hotel brands: Jurys Inn, Mercure, MGallery, Ibis Styles, Hilton, DoubleTree by Hilton, Hilton Garden Inn and Crowne Plaza.