Jurys Inn Custom House to rebrand at cost of €5.5m

The Jurys Inn hotel on Custom House Quay in Dublin is to be rebranded as a Hilton Garden Inn in a move that will cost about €5.5 million. It is the first use of the mid-market Hilton brand in Ireland.

Amaris Hospitality, the Lone Star hotel company run from Dublin that owns Jurys Inn, will spend the cash on an upgrade of the hotel’s rooms and public areas to meet standards set by Hilton, before the brand changes in May next year.

John Brennan, the chief executive of Amaris, which owns about 90 hotels in Ireland and the UK trading under various brands, said the upgrade to the Dublin property will help drive it more business from the Hilton.com website.

Client base

“Changing Jurys Custom House to Hilton Garden Inn will give it a much more diverse client base,” he said.

The money will be spent on a floor-by-floor revamp of all the rooms in the first quarter of next year, said Mr Brennan. This will include the addition of air conditioning units, safes, and fridges in the rooms, as well as upgrades to bathrooms.

The changes to the public areas will include the addition of a large fireplace.

Mr Brennan said it is unlikely that the remaining Jurys Inns in Ireland will be coverted to Hiltons. Amaris remains on the lookout for new hotel properties in Ireland, however, which could be rebranded as Jurys Inn.

It also looking to further extend the brand in the UK, beyond the eight Jurys Inn rebrands recently announced that took the total in Ireland and Britain to about 35.