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Jurys Inn Invests €9 million in refurbishments to support hotel group’s new brand positioning
Jurys Inn Hotel Group is investing €9 million this year in an extensive refurbishment programme in support of its new brand proposition of “Exceptional Everyday City Hotels”.
The programme follows a significant €4.6 million major refurbishment and upgrade of two of Jurys Inns landmark Dublin hotels, at Christchurch and Custom House Quay, in addition to significant upgrades for the hotels in Cork and Galway.
The 2010 programme will see significant additional upgrades to the hotel at Custom House Quay, including a complete refurbishment of the hotel’s public area. Jurys Inn Belfast Is about to complete its £1 million refurbishment work, which included the entire 190 rooms in Jurys Inn Belfast in addition to a complete revamp of the hotel’s reception, restaurant and bar areas.
The 2010 programme has also seen Jurys undertake major refurbishments and upgrades to both rooms and public areas in a number of the older hotels in its portfolio including Manchester, Islington and Edinburgh. Further investment and refurbishment work is scheduled for a number of the Group’s other properties this year and into 2011.
The investment makes the hotels included in the programme equivalent in terms of design and decor to the hotel group’s very latest properties.
Jurys Inn recently unveiled a new look for its brand and a new brand proposition centred around ‘Exceptional Everyday City Hotels’. Joe Quinn, Chief Operations Officer of Jurys Inns Hotel Group, says the refurbishment programme is an integral part of the wider strategy to deliver on this brand promise:
“The refurbishment programme will bring some of our older hotel stock in line with our latest properties and will ensure all our facilities are consistently of a high standard and fully meet the needs and expectations of both leisure and business customers.”
“The new brand positioning is firmly in tune with our DNA of offering great customer service, great locations and a great hotel experience to our guests. Our ambition is to become the mid-market leader in the UK and Ireland hotel markets by putting hospitality at the heart of the hotel industry, which we frankly believe many of our competitors are failing to do,” says Quinn.
Jennifer Lee, Human Resources Director of Jurys Inn, maintains that apart from convenient city centre locations and high standard facilities, Jurys’ key differentiator remains its people and customer service.
“Our overall customer satisfaction level is consistently very high with 87% of guests saying they are likely to revisit a Jurys Inn. However we’re not resting on our laurels and have as part of the new brand strategy just launched a new employee training scheme entitled ‘Be exceptional’, aimed at ensuring our people live up to the standards expected of us and continue to deliver exceptional service to Jurys Inn guests.”
Established in 1993, Jurys Inn hotel group currently operates 30 city centre hotels in the United Kingdom, Ireland and Prague. This includes the seven new hotels opened in 2009 as part of Jurys’s ambitious expansion programme.
Quinn says that despite the challenging operating environment Jurys will, over the next two years, make further investments in new hotel openings and upgrades.
We have a new hotel opening scheduled for this year in Bradford and a further three openings are scheduled for 2011 i.e. Portsmouth, Gateshead and Glasgow. We also have properties earmarked for future expansions including our hotels in Islington and Edinburgh, both of which currently run at 90% occupancy, and closer to home the Custom House hotel, which has received planning approval for a significant extension. In addition, we’re looking very closely at further opportunities for growth in the London market,” says Quinn.
Jurys Inn hotel group has recently garnered a number of prestigious industry awards including “Best Independent Hotel Brand 2010”, “Most Improved Business Brand 2009” and has been named the UK’s Greenest Hotel Group.