Five star hotels

Best Western GB in talks to recruit five-star hotels

The managed hotel chain, which already has four four-star hotels in the collection, sees potential in the luxury hospitality market, which, according to Transparency Market Research, will grow by 4% over the next seven years.

The news comes as the global company – renamed Best Western Hotels & Resorts – unveiled a major new brand and the launch of the mid-range suburban boutique hotel brand Glō at its annual convention earlier this week.

The Glō launch now brings the number of brands Best Western offers to seven, each of them receiving new logos that he says “signal that Best Western has changed, making it more contemporary and visible to young travelers.” .

“The rebranding is revolutionary. It is deliberately designed to make Best Western visible to a wider audience and to reflect the tremendous strides the group has made in recent years to improve hotel standards and deliver better guest experiences, ”said Rob Payne, CEO of Best Western Great Britain. “The new logo line-ups mean that we have seven distinct brands in the market, optimized to operate in the digital age, which allows us to align the hotel experience with guest expectations and have conversations. more significant. ”

Payne said the company was “extremely excited” to speak with five-star hotel owners about joining the collection.

“Their addition in Britain will further show that Best Western is a brand that is expanding its appeal, with an exciting vision for the future at the forefront of the celebration of large independent British hotels,” he said. .

The rebranding and logo change will take effect at all of the group’s 4,100 properties in more than 100 countries by the end of 2017. Here in the UK, Best Western’s 275 properties will begin to roll out. implemented the logo changes from spring 2016.

“For more than two decades, Best Western has had a familiar, recognizable and visible logo. But with our investments in this 69-year-old brand over the past 10 years, we need to educate consumers about the exciting improvements. We embrace our future with a completely redesigned brand identity that clarifies our exceptional offerings and expands our appeal with a contemporary, energetic and relevant look, ”said David Kong, President and CEO of Best Western Hotels & Resorts.

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