Hard Rock Hotel to rebrand as The Cumberland in May

London’s Hard Rock Hotel will rebrand as The Cumberland at the end of May, the Clermont Hotel Group has stated. Situated in one of the city’s most sought after locations at Marble Arch, the 1000-bedrommes hotel will continue to champion London’s cultural and music scene, inspired by its rich history of housing music legends. Jon Lucas, chief operating officer, Hard Rock International, said: “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.” The move to rediscover The Cumberland follows the significant rebrand of Clermont Hotel Group, formerly Great London Hospitality. This also contributes to the repositioning of the company within the travel, hospitality, and leisure markets, where it will streamline and reposition a number of property assets under its key brands. The transformation to The Cumberland will see the creation and expansion of the food and beverage offering, an evolution of entertainment space, as well as the amplification of a suite of meeting and event spaces with a fully integrated online booking platform to provide event organisers with a simple and seamless booking journey. Gavin Taylor, chief executive officer 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.”