Butterfly spreads its wings

EAST Anglia-based Butterfly Hotels has launched an expansion programme with the acquisition of two properties, in Hertfordshire and the West Midlands. The group has purchased the 110-bedroom Express by Holiday Inn Castle Bromwich and the 74-bedroom Cromwell Hotel Stevenage, bringing its portfolio of properties to a total of six.

EAST Anglia-based Butterfly Hotels has launched an expansion programme with the acquisition of two properties, in Hertfordshire and the West Midlands.

The group has purchased the 110-bedroom Express by Holiday Inn Castle Bromwich and the 74-bedroom Cromwell Hotel Stevenage, bringing its portfolio of properties to a total of six.

Both hotels will continue to operate under their existing identifies for the time being, although the company says it will consider bringing the Cromwell Hotel under a major brand once it has completed a programme of improvements at the property next year.

Butterfly already owns hotels in Bury St Edmunds, Colchester, Kings Lynn and Peterborough which, since its acquisition by the Crowne Hotels Group in 2005, have each undergone substantial investment and been re-branded under the Ramada identity.


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“Building on the strength of our existing portfolio, we aim to expand to a total of 10 properties in the midlands and south-east England within the next two to three years,” said Clive Nichols, operations director at Butterfly Hotels.

“Properties are likely to be new-build and to operate under a recognisable, high-profile brand such as Ramada or Express by Holiday Inn.”

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The Express by Holiday Inn Castle Bromwich is close to Birmingham National Exhibition Centre, the National Indoor Arena, Birmingham city centre and Birmingham Airport and attractions including Cadbury World. The Cromwell Hotel Stevenage is located on the A1, close to Luton Airport and Knebworth Park

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