AHG's 30-strong Verve Venues chain, which it bought from Rentokil in November 2005 for £325m, will be rebranded as De Vere Venues, while the existing De Vere hotels estate will be rebadged as De Vere Resorts and developed into a luxury five-star resort offering.
Some of the smaller hotels in the 18-strong De Vere chain will be recategorised and become De Vere Venues, specialising in corporate customers.
The rebranding is being handled by Spinnaker.
The De Vere chain includes prestigious venues such as The Belfry in the West Midlands and The Grand in Brighton. AHG beat off bids from rivals including former Travelodge owner Permira to buy the chain in June.
AHG's purchase of De Vere Group was completed on 5 September. As well as the De Vere Hotels, the acquisition included the Village Clubs hotel chain, stand-alone health and fitness brand Greens, and spirits manufacturer G&J Greenall.
A spokeswoman said AHG will retain and develop these brands and plans to expand the Village Clubs chain from its current 16 hotels to 50.
DeVere's most recent results showed a 20.8% dip in profits to £19.5m in the six months to 26 March.
AHG is led by Richard Balfour-Lynn, who owns property investment brand Marylebone Warwick Balfour Group. Boutique hotel chains Malmaison and Hotel du Vin are among his other property interests.
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