Regal to restyle Coaching Inns

The Regal Hotel Group has appointed Lumsden Design Partnership and The Partners to jointly develop a new approach to the branding of its Coaching Inn chain.

Lumsden Design Partnership will work on three-dimensional elements of the project, and The Partners will handle two-dimensional work.

Coaching Inns consists of 38 hotels around the UK, many of them genuine 16th century coaching inns. It currently has a mix of interior designs from the 1970s and 1980s.

The first of the new-look hotels will open in September in Harlow. “We are trying to position them as a collection of individual coaching inns, each with their own personality,” says The Partners partner James Beveridge. “Wit and humour” will be used to tempt repeat custom, he adds.