Hard Rock Hotel London to be rebranded as The Cumberland

Hard Rock Hotel London rebranded

[Credit: Hard Rock Hotel London]

UK: Hard Rock Hotel London is set to be rebranded as The Cumberland in May by London-based owner-operator Clermont Hotel Group. 

Plans for The Cumberland include the creation and expansion of the hotel’s food and beverage venues, evolving the event space, and integrating an online booking platform for several of the meeting and event rooms.

The decision to rebrand the Hard Rock Hotel London follows the repositioning of Clermont Hotel Group from Great London Hospitality (glh). A number of properties in the group’s portfolio are also set to be transformed.

Gavin Taylor, CEO at Clermont Hotel Group, said: “The journey with Hard Rock International has been valuable and as we start a new chapter of development, our focus will remain on providing great experiences and quality service for our guests on the back of The Cumberland’s rich history in London and the music scene.

“As the venue approaches its 90th birthday, its extensive history has seen guests such as Bob Dylan, Diana Ross, Jimi Hendrix and Buddy Holly, to name but a few, and as we evolve the hotel proposition, we remain conscious of these roots.”

Taylor continued: “The Cumberland sits perfectly within our Clermont Hotel Group family, a portfolio of hotels that provides a wealth of choice for diverse leisure and corporate guest needs. We are excited about the future of the venue, and we look forward to sharing more over the coming weeks and months.”

Jon Lucas, COO of Hard Rock International, added: “London will always be a special city as the birthplace of our brand, and it’s been a privilege to offer its iconic brand of hospitality to London visitors and locals at Hard Rock Hotel London since 2019.

“Hard Rock International appreciates the service of all Hard Rock Hotel London team members and the patronage of guests who stayed at the hotel over the past four years. We’re also grateful to Clermont Hotel Group for their partnership and wish them well as they transition the property to The Cumberland.”

Officially transforming into The Cumberland at the end of May, the 1000-room hotel will honour all existing bookings. Additional updates will be unveiled in the coming months. 

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