GLH, the London-based hotel group, has launched a four-star accommodation brand, called Every Hotels.
The group says the new brand is "a direct response to the pressure that four star hoteliers are experiencing globally" and is "targeted at the global quality-conscious business professional and the savvy city explorer."
Every Hotels was created after GLH research revealed four-star hotels outside gateway cities can have meeting and event space running as low as 30% occupancy, when room occupancy is running more than double that.
Mike DeNoma, CEO of GLH, said: "The four star full-feature hotel product is a dinosaur for many cities around the world.
"We estimate half of all four-star hotels outside gateway cities have too many restaurants and barely used meeting facilities.
"The four star sector continues to bury its long neck in the sand, in the face of changing customer needs.
"Every is our direct response to owners and developers burdened with legacy buildings who are keen for a new four-star option that responds to the changing market."
The first Every property will open in London’s Piccadilly in November.
