New signage on a historic seafront hotel has been installed after a rebranding was announced.

The Hilton Brighton Metropole has been operating under the Metropole name for over 125 years, and since 2000 it has been run by major hotel firm Hilton.

But now, Hilton has decided to rename the hotel in favour of its upmarket Doubletree brand.

The Argus: The branding and scaffoldingThe branding and scaffolding (Image: Andrew Gardner / The Argus)

Scaffolding was installed on the front and side of the building to make the change, ahead of the official renaming on May 10.

Concerns were raised that the new name would neglect the heritage of the hotel, but its owners promised the Metropole name would remain.

It is now called the DoubleTree by Hilton Brighton Metropole - and the signs around the building have been changed to reflect this.

The Argus: The Doubletree sign on the exteriorThe Doubletree sign on the exterior (Image: Sussex News and Pictures)

Signage on the front and side of the hotel now includes the Doubletree logo.

Rekha Sohun, general manager of the DoubleTree by Hilton Brighton Metropole, said: “We are proud of the heritage of the Brighton Metropole and the affection that guests have for this historic property.

“Known for its contemporary accommodation and signature warm hospitality, DoubleTree by Hilton is the perfect brand to reflect the ethos of our newly refurbished hotel, and we can’t want to start this exciting new chapter.”

This comes alongside a £26 million refurbishment inside the seafront destination.

Oscar Wilde visited the Metropole from 4-7 July 1894 with Lord Alfred Douglas, after leaving nearby Worthing where he wrote his most famous play, ‘The Importance of Being Earnest’. Lord Alfred, better known as ‘Bosie’ may also have visited the hotel earlier on in his life when his father, the Marquess of Queensberry was known to frequent the hotel to enjoy cigars.

The Metropole’s greatest literary fame can be said to be it’s mention in T.S.Elliot’s groundbreaking 1922 poem, The Wasteland.

On Facebook Michael Hootman said: "Yikes! Just walked past the Metropole and it's now lost its name and is called 'DoubleTree by Hilton'. Where would anyone rather stay - the Metropole with its association with Wilde, Victorian decadence and, according to Wikipedia, it's name checked in Eliot's The Waste Land - or the DoubleTree by Hilton. A small bit of cultural vandalism."

Jean Calder wrote: "It should be possible to list names, so hotel chains can’t do this. It is vandalism. I heard of the Metropole before I came to Brighton by reading the Wasteland. That must be true for a lot of people."

Tina Bartlett-Game defended the hotel: "Actually you will find on the website it is called "DoubleTree by Hilton Brighton Metropole" and if you look at the website it talks about the history of the hotel.

"What we should be talking about is the incredible refurbishment to the hotel and what it brings to the seafront.

"Would be great if Brighton council followed suit and got other hotels/companies to invest in our seafront."