Forte reshuffle reflects brand-led strategy

Granada-owned hotel company Forte has rejigged its management to reflect a new brand-led strategy mapped out by chief executive Antoine Cau.

The hotel group, which has four brands in its portfolio, had previously been structured along geographical lines.

Patrick Dempsey, former London managing director for Forte, becomes managing director for mid-market chain Posthouse. Guy Crawford, former regional managing director for Africa and the Caribbean, becomes managing director for

Heritage Hotels, the 50-strong character chain.

Paul Schnepper, general manager of The Cumberland in London, assumes additional responsibility as regional director for the upmarket London Signature Hotels. Bernard Lambert continues in the position of Le Meridien managing director with additional responsibility for the upmarket brand in the UK.

Cau says: “The future for Forte lies in creating strong brands and this move demonstrates our commitment to them. This structure will enable us to focus on what really makes our brands stand out from the competition and allow us far greater scope for brand-led innovation.”

The company has ploughed more than 300m into its estate over the past two and a half years. Heritage Hotels is currently running a TV ad through WCRS featuring musician and TV entertainer Jools Holland.

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