SWALLOW Hotels is to launch a conference brand in the autumn to establish a standard service for its business clients.
Corporate customers booking the company’s new Meeting Plus package will receive higher standard rooms, service and food.
The move is part of the expanding chain’s bid to establish itself as a national presence that can cater for conferences. The move kicks off with the opening of a new conference centre at its Swallow Four Seasons hotel near Manchester Airport at the end of September.
The group has already spent £36.4m of the £127m it made from selling off its tenanted breweries on the Regents Plaza in London’s Maida Vale and has plans to acquire properties along the M4 corridor.
A spokeswoman for the group said: “About 80% of our business is corporate and we want to consolidate that. The Meeting Plus sub-brand will mean that customers know what standard of product they are receiving.
“It also addresses quality of food and customer service so that clients have all they need in a conference environment.”
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