Tuesday, April 1, 2014

News: Aston Hotel rebranded


The £5.7m Aston Hotel Sheffield/Rotherham has become the Mercure Sheffield Parkway hotel after Accor entered into a franchise agreement with Dominvs Hospitality.

With 78 bedrooms, the hotel is on the part of the Sheffield Business Park that is just inside the Rotherham border. Built by the London asset management firm and opened in 2008, the hotel will be the first Accor branded hotel in the Dominvs Hospitality portfolio, being of strategic importance for the group's expansion into the hospitality sector.

The contemporary mid-market hotel also offers an all-day dining restaurant, Starbucks, lobby lounge, conference and event facilities.

Andrea Hippsley, general manager of hotel, said: "We are extremely excited with the decision to re-brand our Aston Hotel. The Mercure brand will complement our hotel design, service offering and leading location within the Sheffield region."

Preet Ahluwalia, director of Dominvs Group, added: "The decision to re-brand our Sheffield Hotel was influenced by our experience gained from the re-branding of our Aston Darlington Hotel. We see a great opportunity to maximise the performance of our hotel in Sheffield as a Mercure hotel, due to the strength of the Accor distribution system and strong brand identity."

Sheffield Parkway hotel joins a network of 74 Mercure hotels in the UK and 758 Mercure hotels worldwide. An awarding-winning brand, it was deemed, "The Best Midscale Hotel Group" by the British Travel Awards 2013 and the Business Travel Awards 2014, proving its popularity to consumers and the business community.

Thomas Dubaere, chief operating officer Hotel Services at Accor UK & Ireland, said: "We are very pleased to welcome the Mercure Sheffield Parkway hotel into the rapidly growing Accor network. The signing of this hotel is proof of the confidence in our Hotel Services offer as brand franchisor and proves that independent hotels are attracted to the strength of our distribution services and brands."

Aston Hotels website

Images: Dominvs Hospitality


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