Clermont Hotel Group (CHG) has taken a bold step toward redefining hospitality by announcing an exciting partnership with Obvlo, a trailblazing AI-powered digital concierge platform. This strategic collaboration is set to transform the guest experience across CHG’s iconic Thistle hotels, beginning with two flagship properties in London — The Tower Hotel and The Marble Arch Hotel. By integrating Obvlo’s innovative technology, CHG is elevating its Thistle brand to new heights, offering guests an unprecedented level of personalized service and local insight.

This partnership comes as part of a wider and ambitious refresh of the Thistle brand. The overhaul includes a redesigned website, a revitalized visual identity, and a series of targeted property enhancements aimed at aligning the brand with the expectations of today’s discerning traveller. Central to this transformation is the rebranding of The Tower Hotel London and The Marble Arch Hotel under the new ‘by Thistle’ banner. This new identity underscores a commitment to delivering premium, location-inspired experiences that immerse guests in the heart of London’s vibrant culture and hidden gems.

Obvlo’s cutting-edge AI-driven platform serves as a powerful tool to bring this vision to life. The digital concierge harnesses artificial intelligence to offer guests hyper-personalized, real-time recommendations tailored precisely to their tastes and interests. Whether visitors are seeking the best dining venues, must-see cultural landmarks, or thrilling outdoor activities, Obvlo’s intuitive interface connects them effortlessly with curated options that match their preferences.

One of the standout features of Obvlo is its ability to constantly update its recommendations using advanced AI algorithms. This means guests receive the most current and relevant information during their stay, ensuring they never miss out on new events, trending hotspots, or exclusive local experiences. By enabling guests to explore London through a bespoke digital lens, Obvlo helps transform a routine hotel visit into a truly memorable journey.

The integration of Obvlo into Thistle hotels also reflects CHG’s forward-thinking approach to hospitality technology. Recognizing the growing demand for smart, seamless guest services, CHG aims to provide a digital concierge experience that feels natural, engaging, and valuable. This collaboration empowers guests to take control of their itineraries with ease, whether planning ahead or discovering spontaneous adventures in the city.

Moreover, this partnership supports CHG’s wider sustainability and operational efficiency goals. By reducing reliance on printed guides and front desk inquiries, Obvlo’s platform contributes to minimizing paper waste and streamlining staff workload. This aligns with the hospitality group’s commitment to responsible business practices while enhancing guest satisfaction.

The launch of Obvlo within Thistle’s flagship London properties marks a milestone in the group’s brand evolution. It signals a clear intention to blend tradition with innovation — maintaining the warm hospitality and prime locations Thistle is known for, while embracing technology to meet the evolving needs of modern travellers. Guests can now expect a seamless blend of personalized attention and digital convenience, setting a new standard for what a hotel stay can offer.

In summary, Clermont Hotel Group’s collaboration with Obvlo represents a groundbreaking move to revolutionize the guest journey at Thistle hotels. By combining a refreshed brand identity with a state-of-the-art AI concierge, CHG is poised to deliver exceptional, tailored experiences that celebrate both the uniqueness of London and the individuality of every traveller. This partnership not only enhances guest satisfaction but also strengthens Thistle’s position as a forward-looking leader in the competitive hospitality landscape.

As the travel industry continues to evolve, innovations like the Obvlo integration demonstrate CHG’s dedication to staying ahead of trends and redefining hospitality norms. Guests at The Tower Hotel London and The Marble Arch Hotel can look forward to a smarter, more connected, and deeply personalized stay — one that captures the essence of London while catering precisely to their desires. This is hospitality reimagined for the modern era, and a preview of what’s to come across the broader Thistle portfolio in the near future.

“We are thrilled to be working with Obvlo as part of our commitment to delivering an unparalleled guest experience,” said Stuart Yeates, chief commercial officer at Clermont Hotel Group. “Guests today expect more than just a place to stay – they want meaningful, personalised experiences that help them connect with their destination. By integrating Obvlo’s cutting-edge technology across our Thistle branded hotels, we’re ensuring they have instant access to expertly curated recommendations, making their stay as seamless and enriching as possible and highlighting how Thistle has got London covered.”

James Parsons, Obvlo’s CRO said; “We’re proud to partner with Clermont Hotel Group to support the evolution of the Thistle Brand. Clermont’s drive and enthusiasm to adopt our technology, placing experiences and personalisation at the heart of their refined proposition, shows their commitment to evolving guest experience.”

This collaboration reflects CHG’s dedication to promoting stays rooted in unique locations and tailored experiences. Guests will benefit from round-the-clock service that combines CHG’s distinctive hospitality with advanced technological innovations for a superior stay.

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