The hotel known as the Hard Rock London since 2019 will revert on May 17 to its previous name, The Cumberland.
Owner Clermont Hotel Group, which used to be GLH Hotels and before that Guoman, has owned the 900-room hotel throughout all of these changes. Clermont is the largest owner-operator by room count in the British capital.
In a news release, the Clermont said the rebranding “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 company operates brands The Clermont, Thistle and Guoman Hotels and has more than 5,000 rooms across 17 properties.
The Cumberland was a leased property operated by Clermont.
Gavin Taylor, the firm’s CEO, gave no other reason for the change in the release. The hotel will continue to chronicle the hotel’s rich music heritage, he said.
“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,” he said.
Hard Rock International Chief Operating Officer Jon Lucas said his team is “grateful to Clermont Hotel Group for their partnership and wish them well as they transition the property.”
The deal to bring Hard Rock Hotel to London began in 2016, with Hard Rock International saying at the time it was important for it to bring the brand to London, where the famous Hard Rock Cafe brand started.
At that time, the hotel had 1,109 rooms.