Signature Living Announces Plans for Five New Hotels in Belfast

Lawrence Kenwright, CEO of the highly-successful hotel brand Signature Living revealed plans to develop 5 hotels in the Irish city of Belfast this year, as part of the brand’s aggressive expansion strategy. Addressing the media in Belfast earlier this week, Kenwright announced Signature’s intention to open two hotels in the city in 2017, with a further three planned for the near future.

The brand has become a household name in its native Liverpool where it has opened the doors of five luxury hotels since 2008, with an expansion strategy that takes no prisoners. Now the Signature Living brand is embedded in the consciousness of locals in Liverpool, Kenwright feels it’s time to take his brand to the next level.

In typical Signature style, a new city represents an opportunity to create not just one iconic hotel but five and it is this commitment to expanding city-by-city that has lifted brand awareness to the point of instant recognition in the northwest of England.

Signature Living to Develop George Best-Themed Hotel in 2017

According to Kenwright, one of the two Belfast hotels to be developed this year will have a George Best theme. This fits in perfectly with the brand’s unique approach to the hotel sector in which themes help create one-off experiences for guests not available anywhere else. In fact, Signature already has a Bill Shankly-themed hotel in Liverpool and so this won’t be the first time the brand recognizes and remembers former icons of football in the design of its hotels.

Lawrence Kenwright said, “I am confident that Belfast is an excellent city in which to invest and, to that end, have committed to commencing development of two new city centre hotels in 2017 – one of which will have a strong George Best theme. All together we are looking to create five hotels in the city and are very close to agreeing terms for the acquisition of a landmark building. These hotels will not only boost Belfast’s already thriving tourism sector, but will contribute significantly to the local economy through the creation of up to 500 jobs during and post-development.”

Plans for 5 New Signature Hotels in Belfast Welcomed by Local Government

Belfast City Council welcomed the announcement, with chief executive Suzanne Wylie commenting that the new hotels will build on the momentum of development currently happening in the city.

“The council is playing its part with our 20-year strategy – the Belfast Agenda – which aims to increase our population by 70,000 and create 50,000 jobs, as well as deliver as Local Development Plan, that paves the way for these targets to be met,” she said.