Alternative Hotel Group to Rebrand as De Vere Group

Alternative Hotel Group ("AHG"), the UK's leading independent hotel and
hospitality group, announces that it is rebranding as De Vere Group with
immediate effect.


This move follows a brand review which recognised the strength of AHG's leading
De Vere brands. The principal operating brands will be De Vere Hotels, De Vere
Venues and De Vere Village. The brands of Greens, the 15 strong leisure club
business, and G&J Greenall, the gin and vodka distiller, will be unaffected.


Richard Balfour Lynn, Chief Executive, said: "The rebranding recognises the
strength of the De Vere brand which reflects excellence, high quality customer
experience and value for money.


We believe that the parent company name should reflect its principal brands and
be recognisable as the owner of the UK's leading independent hotel and
hospitality businesses. The emphasis of the De Vere name across these successful
operating businesses will have significant resonance with our large and growing
customer base."


Note to Editors

De Vere Group is the UK's leading independent hotel and hospitality group,
operating 65 major hotels and residential conference venues across the UK,
Greens leisure clubs and G&J Greenall. The Group also has 16 golf courses at 11
Hotel and Venue locations.


The Core divisions are:

De Vere Hotels



--  11 properties which will sell over 400,000 room nights in 2010, and
    generate estimated total revenue of GBP 97m from its hotels and GBP 6m
    from its golf courses. The split of revenue is 60% business and 40%
    leisure. 



De Vere Venues



--  28 properties with 900 conference, meeting and training rooms, forecast
    to generate over 750,000 delegate days in 2010. The division addresses
    principally the business to business market but is forecast to grow its
    leisure-based activities by over 7% in the current year, including a 32%
    growth in weddings. Total forecast revenue of GBP 113m for 2010, split
    75% business and 25% leisure. 



De Vere Village



--  26 properties which are forecast to sell almost 800,000 room nights in
    2010, and generate total revenue of GBP 143m. Five of the properties
    have been built in the last three years to a successful formula, and six
    new builds are planned for 2012. Each hotel, which is local community
    focussed, has a substantial leisure club with, on average, 3,800
    members. The split of revenue is 50% business and 40% leisure. 



Greens comprises 15 leisure clubs in England and Scotland with some 60,000
members and forecast revenues of GBP 31m in 2010.


G&J Greenall produces gin and vodka at its base in Warrington. Its owned brands
comprise Greenalls, Bloom, Berkeley Square and Crystalnaya. It also distils a
number of other gin and vodka brands for third parties, including Bombay
Sapphire for Bacardi. Total revenues of GBP 46m forecast for 2010.


The De Vere Group, which is jointly owned by management and Lloyds Banking
Group, employs approximately 10,000 people across the UK. It is run by an
executive board team comprising Andrew Coppel, Chairman, Richard Balfour-Lynn,
Chief Executive, and Jagtar Singh, Chief Financial Officer. 


The Group recently founded the De Vere Academy of Hospitality ("the Academy"), a
major training and education initiative, in partnership with the National
Apprenticeship Service. The first Academy was launched in Manchester at De Vere
Venues Cheadle in January 2010, followed by the second at De Vere Venues
Wychwood Park, near Crewe, in September 2010, and a third at De Vere Venues
Harben House, near Milton Keynes, in November 2010. The Academy benefits from
local and central government funding and provides young people with work-based
learning in the hospitality industry and the opportunity to achieve nationally
recognised vocational qualifications. The aim is to roll-out the Academy
nationally to train 10,000 young people over the next three years.


De Vere Group is a strong supporter of charity. It has a successful partnership
with the Variety Club Children's Charity, which dedicates itself to improving
the lives of children and young people across the UK. To date, De Vere Group has
helped to raise in excess of GBP 1m as well as offering the Group's many hotel
and sporting facilities to disadvantaged children, their parents and carers. In
addition, the Group this year launched an initiative to support the British
Armed Forces, "Welcome Home for Heroes", for military personnel returning from
operational tour of duty to enjoy accommodation at the UK wide De Vere Venues
for GBP 1 per night.