The London Hard Rock Hotel is getting a new name, “The Cumberland”

In May of 2023, Clermont Hotel Group, known for making “hotels as unique as you,” will transform the Hard Rock Hotel London into The Cumberland. The Cumberland will continue to promote London’s cultural and music scene, motivated by its illustrious past as a haven for music greats, thanks to its prime position in Marble Arch.

After the massive rebranding of Clermont Hotel Group, formerly Great London Hospitality (glh), the decision was made to rediscover The Cumberland, which is located opposite Marble Arch on the junction of Oxford Street and Great Cumberland Place. This helps the company streamline and reposition many of its property assets under its main brands, which will allow it to compete more effectively in the travel, hospitality, and leisure markets.

The Cumberland is getting a makeover that will include new dining options, updated entertainment venues, and a more robust collection of meeting and event spaces that can all be reserved through a single, streamlined online portal.

Clermont Hotel Group CEO Gavin Taylor says, “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.” The hotel is about to turn 90 years old, and throughout its long history, it has hosted the likes of Bob Dylan, Diana Ross, Jimi Hendrix, and Buddy Holly, to mention a few. The Cumberland is a great addition to the other hotels in the Clermont Hotel Group’s portfolio, which serves the needs of both leisure and business travelers. We look forward to providing additional details about the venue’s plans in the coming weeks and months.

Hard Rock International’s Chief Operating Officer Jon Lucas says, “London will always be special to us as the city that gave birth to our brand, and it has been an honor to bring our legendary style of hospitality to the people of London at the Hard Rock Hotel London since 2019. Hard Rock International thanks all of the staff at the Hard Rock Hotel London for their hard work over the past four years, as well as all of the customers who have stayed there. We appreciate Clermont Hotel Group’s cooperation and wish them the best as they hand over the reins to The Cumberland.

All reservations will be honored at the newly rebranded 1,000-room hotel, which will become The Cumberland by the end of May and reveal additional improvements in the following months.

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