New name for UK’s largest golf resort operator

The UK’s largest golf resort operator, which manages nine golf resorts, has revealed a new name and revamped brand identity.

Real estate firm Aprirose acquired QHotels, which operated nine championship and tournament golf courses across the UK, hosting events from the European Tour, European Seniors Tour, Ladies European Tour and the PGA,in a deal worth about £525 million, last autumn, and management of them was handed to Redefine|BDL Hotels.

That brand, the UK’s leading independent hotel management company, has now become RBH.

However, the four-star QHotels brand will retain its individual identity within the RBH portfolio, said a spokesman.

They are Aldwark Manor Golf & Spa Hotel in Yorkshire, Belton Woods in Lincolnshire, Dunston Hall in Norfolk, Forest Pines Hotel & Golf Resort in Yorkshire, Mottram Hall in Cheshire, Oulton Hall in Yorkshire, Slaley Hall in Northumberland, Telford Hotel & Golf Resort in Shropshire and The Westerwood Hotel & Golf Resort in Scotland.

Belton Woods in Lincolnshire

In 2014 QHotels acquired six De Vere golf venues.

Yvonne Brennan, director of corporate communications for RBH, said: “We asked lots of questions of ourselves and clients on how we were different from competitors and what our new brand should say about us. The result is a lively new brand identity, which shows the colourful personality of our people, matched with consistent results for owners which we’ve conveyed through the solid typeface.”

Telford Hotel and Golf Resort Picture by: Mark Newcombe/www.visionsingolf.com

Helder Pereira, chief executive officer, added: “We have a clear vision to be Europe’s leading hotel management company and a mission to truly transform hotels. Our new look now truly reflects our ambitions, and we look forward to becoming an even bigger personality in hospitality over the coming years.”