London’s Laborious Rock Resort will rebrand as The Cumberland on the finish of Could, the Clermont Resort Group has said.
Located in one of many metropolis’s most wanted places at Marble Arch, the 1000-bedrommes lodge will proceed to champion London’s cultural and music scene, impressed by its wealthy historical past of housing music legends.
Jon Lucas, chief working officer, Laborious Rock Worldwide, stated: “London will all the time be a particular metropolis because the birthplace of our model, and it’s been a privilege to supply its iconic model of hospitality to London guests and locals at Laborious Rock Resort London since 2019.
“Laborious Rock Worldwide appreciates the service of all Laborious Rock Resort London workforce members and the patronage of friends who stayed on the lodge over the previous 4 years. We’re additionally grateful to Clermont Resort Group for his or her partnership and want them properly as they transition the property to The Cumberland.”
The transfer to rediscover The Cumberland follows the numerous rebrand of Clermont Resort Group, previously Nice London Hospitality. This additionally contributes to the repositioning of the corporate inside the journey, hospitality, and leisure markets, the place it’ll streamline and reposition various property belongings beneath its key manufacturers.
The transformation to The Cumberland will see the creation and growth of the meals and beverage providing, an evolution of leisure area, in addition to the amplification of a set of assembly and occasion areas with a completely built-in on-line reserving platform to offer occasion organisers with a easy and seamless reserving journey.
Gavin Taylor, chief govt officer at Clermont Resort Group, stated: “The journey with Laborious Rock Worldwide has been priceless and as we begin a brand new chapter of improvement, our focus will stay on offering nice experiences and high quality service for our friends on the again of The Cumberland’s wealthy historical past in London and the music scene.
“Because the venue approaches its ninetieth birthday, its intensive historical past has seen friends resembling Bob Dylan, Diana Ross, Jimi Hendrix and Buddy Holly, to call however just a few, and as we evolve the lodge proposition, we stay acutely aware of those roots.”
Taylor continued: “The Cumberland sits completely inside our Clermont Resort Group household, a portfolio of lodges that gives a wealth of alternative for various leisure and company visitor wants. We’re enthusiastic about the way forward for the venue, and we sit up for sharing extra over the approaching weeks and months.”