Almere, August 25, 2021 - On August 25, Apollo Hotel Almere City Centre changed its name to Leonardo Hotel Almere City Center and will continue under the flag of Leonardo Hotels. Alderman for Economic Affairs Maaike Veeningen officially opened the renewed hotel together with General Manager Roelof Gjaltema. This rebranding is part of the extensive repositioning of all Apollo Hotels in the Netherlands.
In 2021 and 2022, the Apollo Hotels will be rebranded to Leonardo Hotels, operated by the Fattal Hotel Group. This is one of the fastest growing hospitality companies in Europe. The process was temporarily paused last year due to the international impact of Covid-19 but is now continuing. This will allow the hotels to benefit from the strength of the Leonardo Hotels brand.
With Leonardo Hotels, Fattal Hotel Group brings international allure and a matching look to the Netherlands. For each hotel an appropriate rebranding, interior and unique concept is chosen. The interior of the hotel in Almere underwent an update during Covid-19. In all rooms the floors were treated, the walls painted, and the terrace has been renamed ‘Biertuin’. The luxurious touch that comes with the Leonardo brand brings makes the hotel even more contemporary with the renewed interior.
Leonardo Hotel Almere City Center is located in the middle of Almere, directly on the Esplanade. It is the perfect base to discover the emerging city and its extraordinary architecture. The hotel and the Bierfabriek itself also tell an architectural story. The building was designed by English architect William Alsop. He chose to place the building on stilts which makes the hotel stand out from the Weerwater and make the spherical entrance to the Beer Factory stand out. The architect's choice to 'cut off' part of the entrance building makes this entrance look like a potato in a brown skin.
The Bierfabriek, located directly under the hotel, is a brewery, restaurant, and café all in one. General Manager Roelof Gjaltema states: "At the Bierfabriek you tap your own brewed specialty beer, eat a farm chicken from the charcoal BBQ and you get to throw the peanut shells on the floor."
Perfectly situated opposite the Floriade
In 2022, the world horticultural exhibition Floriade will take place in Almere, right across the street from the hotel. A ferry will commute between the Floriade and the hotel. "With the prospect of many international guests and the Leonardo brand on our facade, we expect welcome growth after a challenging corona year." Says Gjaltema.
General Manager Roelof Gjaltema & Alderman of Economic Affairs Maaike Veeningen
The acquisition of Apollo Hotels
In 2018, the management of Apollo Hotels decided to sell the chain. Fattal Hotel Group was looking for growth opportunities in the Dutch market and acquired the well-known hotel chain. Fattal Hotel Group decides to expand their now well-known brand in Europe, Leonardo Hotels.
The rebranding of the hotels is in full swing. Four Apollo Hotels are expected to undergo the rebranding this year, including the hotel in Papendrecht. Other hotels, including Leonardo Royal Promenade Hotel Den Haag, are undergoing a partial refurbishment.