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De Vere appoints COO to create ‘tangible’ deluxe brand
De Vere Deluxe has named former Morgans Hotel Group operations executive vice-president Niels Sherry as chief operating officer.
Sherry will steer the Deluxe business in the early stages of its brand repositioning and investment programme across nine hotels including Cameron House Hotel Resort, Loch Lomond and The Grand, Brighton, as well as Spanish hotel, Roda, planned for completion in 2009.
The investment has started with the refurbishment of 18th century baronial manor house, Cameron House – including the creation of a golf course, a new bar and restaurant concept and a spa.
Sherry said: “We want to establish the brand’s UK and international reputation as destination hotels, synonymous with world-class facilities and the exceptional service people want but don’t always get from the top end of the market.
“With a strong executive team steering the business our challenge is to create and a tangible ‘Deluxe’ brand experience that really comes to life through the people and fabric of the hotels.
“We’ll look to build this from the grassroots up by celebrating each hotel’s individual and regional strengths.”
Sherry began his career at the Savoy and has worked for Inter-Continental Hotels as front of house manager at the St Andrews Old Course Hotel and Starwood Hotels & Resorts as manager of Sheraton Park Tower Hotel in London.
He helped establish the new boutique category in his role with Morgans Hotel Group and managed high profile hotel brands including The Sanderson and St Martin’s Lane Hotel in the capital.
by Phil Davies
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