Travelodge
The Forte group acquired this US budget hotel brand and rolled it out in the UK. The hotels were originally sited alongside the group's Little Chef roadside cafes. Travelodge used navy blue branding. The office building which was the former Forte Group corporate headquarters at 166 High Holborn, London, has, many years after the Forte Group was taken over and broken up, been turned into a Travelodge (the chain having expanded to comprise a much larger number of urban hotels).
Forte Posthouse
Hotels were mostly three-star hotels for business travellers. They were usually located in city centres or near major trunk roads. Some of these were sold to Holiday Inn. These hotels used red branding.
Forte Heritage
Hotels ranged from smaller country house style hotels, e.g., The Old England Hotel in Windermere, the Berystede in Ascot and Leeming House in Ullswater, to former coaching inns such as the Burford Bridge Hotel at Box Hill, the Swan at Lavenham and the Bull at Long Melford. In addition, the brand included some larger resort type hotels such as the Grand Atlantic at Weston Super Mare, the Marine Hotel at North Berwick and the Imperial Hotel, Exmouth; and some smaller resort hotels such as the Dart Marina Hotel in Dartmouth and the Brudenell Hotel in Aldeburgh. Some of these were sold to Macdonald Hotels, others are now operated by Mercure Hotels, others are owned by small groups or independently. These hotels used dark green branding.
Forte Crest
Hotels were more upmarket business hotels than Forte Posthouse. They were mostly located in cities and were mostly four-star. The naming convention was Forte Crest + the name of the city or locality, e.g. Forte Crest Sheffield or Forte Crest Gatwick Airport. Perhaps the most high-profile hotel was the huge Forte Crest Heathrow, now a Holiday Inn. The signage and general get up colour of Crest hotels was light blue/aquamarine.
Forte Grand
Hotels were a collection of high-end international hotels including the Waldorf Hotel, Westbury Hotel and Hotel Russell in London, the Balmoral Hotel (formerly "The North British Hotel") in Edinburgh, the Bath Spa Hotel in Bath, Leeming House in Ullswater, the Randolph Hotel in Oxford, The Majestic Hotel in Harrogate, the Compleat Angler in Marlow, the Rusacks Hotel in St Andrews and the Imperial Hotel at Torquay. There were also a number of hotels which used Forte Grand as their sole name, for example the Forte Grand, Abu Dhabi hotel. Following the acquisition of Le Méridien, the Forte Grand brand was dramatically cut back, with the urban hotels being transferred to the Le Méridien brand, and all the regional UK Forte Grand hotels being demoted to the Forte Heritage brand. The Balmoral Hotel was the first hotel reacquired by Rocco Forte following the takeover and after an extensive refurbishment it forms part of The Rocco Forte Collection. Forte Grand hotels used bronze signage, with general branding in dark red/burgundy.
Le Méridien
This international hotel chain was acquired from Air France in 1994 and would from then on form the cornerstone of the Group's international mid/upper market offering. These hotels used grey branding.
Exclusive
The top tier of hotels were discreetly branded Exclusive Hotels by Forte, and included some of the world's most venerable 5 star hotels, for example, the Hôtel George-V, Plaza Athénée and Hotel de la Tremoille in Paris; Brown's Hotel, Grosvenor House and the Hyde Park Hotel in London; the Ritz in Madrid; the Westbury and Plaza Athénée in New York; Hotel des Bergues in Geneva; Hotel Eden in Rome; Sandy Lane Hotel in Barbados etc. The Savoy Group would have added to this collection and augmented its prestige, had overall control been secured, as the Forte Exclusive hotels suffered somewhat in terms of prestige by association with the rest of the group's hotels. At the time of the Granada takeover the Exclusive Hotels brand contained 21 hotels. Granada failed to find buyers for the hotels as a group and it took a significant time for them to divest itself of these hotels to numerous different owners/operators. Some examples of the current owners/operators include Mandarin Oriental which has the Hyde Park Hotel, in London and Hotel Ritz, in Madrid; Four Seasons Hotels and Resorts which has Hotel des Bergues, in Geneva and Hôtel George-V, in Paris; Marriott International which has the Grosvenor House hotel, managed under its JW Marriott brand, in London; and, notably, Rocco Forte Hotels which has Brown's Hotel in London.
London hotels
From the first move from catering into hotels (the purchase of The Waldorf), the group had a foothold in the London hotel market, which it significantly expanded over the years. On adoption of sub brands, some of the London hotels were moved to sub brands, others were not. For example, the Hotel Russell, Westbury Hotel and the Waldorf Hotel became Forte Grand. The top tier of London hotels were already part of the Exclusive group which had existed long before the early 90s reorganisation/rebranding. London also had Posthouse and Crest hotels. However, there remained a number of London hotels which were not part of sub brands and these were banded together under the umbrella London Hotels. These included the Cumberland Hotel, the Regent Palace and the Strand Palace (all acquired from the J. Lyons and Co hotels subsidiary in the late 60s/early 70s) and they were joined by most of the London Forte Grand hotels when the Forte Grand brand was axed, although The Cavendish was an exception as it joined the Crest brand. These hotels all used their own logos and standard Forte corporate branding (Forte plus crown device in white and navy blue).
Viscount Hotel
In the 1980s, Forte owned the Viscount Hotels brand in the United States.[11]
