Clermont Hotel Group (CHG), the London-based hospitality powerhouse behind beloved brands such as Thistle and The Royal Horseguards, has announced a strategic partnership with Obvlo, the AI‑driven digital concierge platform.

This collaboration, unveiled on May 15, 2025, will roll out first at two flagship London properties—The Tower Hotel and The Marble Arch Hotel—rebranded under the new “by Thistle” banner, and marks a major step forward in CHG’s ongoing brand refresh and guest-experience strategy.

Elevating Thistle’s Promise: Personalisation Meets Place

As part of a wider Thistle brand overhaul—complete with a redesigned website, refreshed visual identity, and selective property upgrades—CHG is positioning “by Thistle” as its premium, location‑led offering. The Tower Hotel London and The Marble Arch Hotel now carry the tagline “by Thistle,” signaling elevated service and hyper-local experiences tailored to modern travellers’ expectations.

Obvlo’s AI‑powered concierge sits at the heart of this transformation. Integrated directly into guests’ mobile devices or in‑room tablets, the platform analyses individual preferences—dining tastes, activity levels, cultural interests—and delivers real‑time, personalised recommendations. From under‑the‑radar galleries in Mayfair to the latest pop‑up restaurants near Hyde Park, Obvlo continuously refreshes its suggestions via machine‑learning algorithms, ensuring every tip is current and relevant.

Seamless, Sustainable Service

Beyond delighting guests, the partnership aligns with CHG’s sustainability and operational‑efficiency goals. By shifting away from printed brochures and reducing routine front‑desk queries, Obvlo helps cut paper waste and frees team members to focus on higher‑value guest interactions. This digital‑first approach underpins Clermont’s commitment to responsible hospitality, delivering both greener operations and a smoother, more intuitive guest journey.

Voices from the Top

“Guests today expect more than just a place to stay—they want meaningful, personalized experiences that connect them deeply with their destination,” says Stuart Yeates, Chief Commercial Officer at Clermont Hotel Group.

“By integrating Obvlo’s cutting‑edge technology across our Thistle branded hotels, we’re providing instant access to expertly curated recommendations, making every stay seamless and enriching—and showing how Thistle has truly got London covered.”

James Parsons, Chief Revenue Officer at Obvlo, adds:

“We’re proud to partner with Clermont Hotel Group on this initiative. Their enthusiasm for placing personalisation and local experiences at the heart of their refreshed Thistle proposition demonstrates a shared vision for the future of hospitality.”

Looking Ahead: A Blueprint for Modern Hospitality

This launch at The Tower Hotel and The Marble Arch Hotel is just the beginning. CHG intends to extend Obvlo’s digital concierge across its wider portfolio—16 hotels and over 5,000 bedrooms in total—offering consistent, intelligent service that resonates with both leisure and business travellers. As smart technology becomes ever more central to guest expectations, CHG’s early adoption of AI‑driven personalisation sets a clear benchmark for competitors.

In an era when travellers crave authenticity and connection, the fusion of Clermont’s warm, human-centered hospitality with Obvlo’s real-time, data-powered insights creates a powerful new guest proposition. Whether exploring London’s storied streets or simply seeking ake in-hotel experience, visitors can look forward to a stay that’s as effortless as it is enriching.

About Clermont Hotel Group

Clermont Hotel Group, formerly glh Hotels, operates 16 properties across London, including the Thistle, Royal Horseguards, and The Clermont brands. Known for its blend of historic charm and modern service, CHG continually invests in people, technology, and brand innovation to deliver memorable guest experiences.

About Obvlo Clermont Hotel digital concierge

Obvlo is an AI-powered digital concierge platform that uses machine learning to deliver hyper-personalized, location-based recommendations for hotel guests. Continuously updated, its content ensures travellers have instant access to the newest and most relevant local experiences.