His son bought up a lot of independent hotels a few years ago. He didn't change their names. He just put the word 'Forte' in front of the old name.
That's how a hotel in London came to be called 'The Forte Grand'.
He didn't get many guests. Some thought they had to fork out forty grand to buy a whole hotel that they didn't want even though it was cheap at the price.
Other would be guests thought it was forty grand a night which was a bit steep. So they slept on a park bench instead.
Funny old business the hotel game. He should have called it 'Forte Towers' in the begining and he wouldn't have had that problem.