ATLANTA-What’s in a name? Quite a lot if you ask Horst Schulze, CEO of West Places Hotel Group. The luxury hotel management guru just changed the name of his company to Capella Hotel Group and partnered with a private equity firm to drive rapid growth in 2012 and beyond.

West Paces Hotel Group made the name swap to capitalize on the successful luxury brand it has created in Capella hotels. The partnership with Stoneleigh Capital, meanwhile, gives it an investment ally with an expertise in hospitality deals—and a new model to help hotel owners and developers drive growth.

Schulze tells GlobeSt.com he’s been passing up opportunities to grow the brand—until now. With the new name and the new capital he can accept offers to expand the brand that he couldn't before.

“Last Saturday we met with a guy from Europe who has a $500 million euro hotel investment fund,” Schulze says. “He said if we invest in the fund, we would be the ideal operator for him. But he wanted us to invest in the property. We couldn’t do that. Another guy in Boston begged me to run his hotel, but he needed some money from the operator. So I brought Stoneleigh to the table."

Although Capella Hotel Group has witnessed strong growth over the past nine years, the Stoneleigh Capital will increase its expansion by two times. To put that into perspective, the expansion plans already called for five new hotels over the next 12 months as well as doubling the size of the company over the next two years.

“Capella Hotel Group is the luxury hospitality thought leader and has established the global standard in service quality,” Gary Engle, chairman and CEO of Stoneleigh Capital, said in a statement.  “The company’s innovative vision and drive for the highest level of personalized service coupled with the strength of the company’s brand were the key reasons for our investment decision.”

Engle said together the companies can capitalize on the opportunities in the global luxury hospitality market and continue to nurture one of the most desired luxury brands. Stoneleigh, whose recent investors include JP Morgan Private Equity Limited, formed Stoneleigh WP Partners LLC to make its investment in Capella Hotel Group. Stoneleigh WP Partners LLC will also co-invest with owners of hotel and resort properties that expand the Capella and Solis brands.

“Stoneleigh’s relationship with global banks and ability to complete complicated transactions in this arena gives the private equity firm an edge over competitors and make them an ideal partner,” Robert Warman, president and COO of Capella Hotel Group, said in a statement.  “In addition, we believe the current market is an excellent time to deploy capital as our exceptional brand has proven to add value and enhance the image of a property. Owners and investors see a healthy return on investment when they partner with Capella Hotel Group.  And, this value has proven to go beyond hotels, including offices buildings, condominiums, and vacation and resort communities.”