Best Western Great Britain has revealed it is in discussions to launch its first five-star properties in the UK.
The company is negotiating “with a number of five-star hotels located in key destination areas of the country to join its soft brand, BW Premier Collection”, it revealed in a statement.
It already has four, four star or above properties as part of the collection, but the addition of five-star properties would “further change perceptions of Best Western being just a mid-market hotel group”, it added.
The talks coincide with a major rebrand and mark a new era for the hotel group as it retires its existing logo after 20 years.
The operator has revealed a new suite of seven logos while announcing the launch of Glō, a suburban mid-market boutique hotel brand which brings the tally of new brands added to its portfolio in the last 12 months to three.
Earlier additions were Vīb, a stylish and technology-centric urban hotel concept and BW Premier Collection, a soft brand consisting of carefully selected high-end hotels.
The brand and logo change will come into effect across all of the group’s 4,100 properties in more than 100 countries by the end of 2017. In Great Britain, Best Western’s 275 properties will begin implementing the logo changes from spring 2016.
“The rebrand is revolutionary. It is deliberately designed to make Best Western visible to broader audiences and reflect the huge progress the group has made in recent years to improve hotel standards and provide better guest experiences. The new logo line-ups mean we have seven distinct brands to market, optimised to work in a digital age, which enables us to harmonise hotel experience with guest expectation and have more meaningful conversations,” said Rob Payne, CEO of Best Western Great Britain.
“We are hugely excited to be talking to five star properties about joining the collection too. Their addition in Great Britain will further showcase that Best Western is a brand broadening its appeal, with an exciting vision for the future at the forefront of celebrating great British independent hotels.”
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