London’s largest hotel owner-operator, glh Hotels, is rebranding its 1,000 room The Cumberland Hotel by Marble Arch to become the UK’s first Hard Rock Hotel. Due to open in Summer 2018, the rebrand will coincide with a refurbishment, a reconfiguration and major upgrade.
There are currently 23 hotels in the Hard Rock portfolio including Bali, Chicago and San Diego. The London development will integrate aspects of the local heritage to ensure a unique customer experience whilst fully respecting the character and streetscape of the area. The hotel will also feature a high class restaurant and bar offering.
Supported by Marylebone landlord, The Portman Estate, the rebrand marks another milestone in the major capital investment for the western end of Oxford Street, which is going through an exciting and significant transformation.
Oliver Fenn-Smith, Property Director at The Portman Estate, said:
“The Portman Estate is committed to Marylebone and Edgware Road’s long term prosperity and we fully support this significant move by glh Hotels to reposition and upgrade this hotel facility.”