Best Western Great Britain,part of one of the oldest international travel brands, is in talks to recruit its first ever 5* properties. The talks coincide with a major rebrand and mark a new era for the hotel group as it retires its famous logo of over 20 years.
A new suite of seven logos signals to guests that Best Western has changed, making it more contemporary and visible to younger travellers.
Best Western also announces the launch of Glō, a suburban mid-market boutique hotel brand with iconic and contemporary design which brings the tally of new brands added to its portfolio in the last 12 months to three; along with Vīb, a stylish and technology-centric urban hotel concept and BW Premier Collection, a soft brand consisting of carefully selected high-end hotels.
5* Hotels
A study from Transparency Market Research valued the international luxury hotel sector at $148.62bn for 2014, and anticipates that this will increase by of 4% over the next seven years, a market that Best Western Great Britain is poised to enter for the first time.
Best Western GB is in talks with a number of 5* hotels located in key destination areas of the country to join its soft brand, BW Premier Collection. It already has four, four star or above properties as part of the collection, but the addition of 5* properties would further change perceptions of Best Western being just a mid-market hotel group.
Brand Vision
Best Western International announced its vision for rebranding the group at its annual convention.
To better represent the quality and variety of its offering, Best Western International will be renamed Best Western Hotels & Resorts, complemented by a suite of new logos (illustrated top) for three of its existing hotel brands: Best Western, Best Western Plus and Best Western Premier.
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.
Broader audiences
Rob Payne, Chief Executive Officer, Best Western Great Britain commented:
“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.
“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.”
David Kong, president and Chief Executive Officer of Best Western Hotels & Resorts added:
“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 during the last 10 years, we need to make consumers aware of the exciting improvements. We are embracing our future with a completely re-imagined brand identity that clarifies our exceptional offerings and broadens our appeal with a contemporary, energetic and relevant look. We started over. These new logos are dramatically different and illustrate the amazing products and offerings of today’s Best Western.”
About Best Western Hotels & Resorts
Best Western Hotels & Resorts headquartered in Phoenix, Arizona, is a privately held hotel brand with a global network of 4,100 hotels in more than 100 countries and territories worldwide. Best Western branded hotels worldwide won four times more TripAdvisor Certificate of Excellence awards than industry average.
Best Western Core is a midscale hotel that offers guests great value without the cookie-cutter experience. They are rated two- or three-diamond from AAA/CAA, and offer free high-speed internet and breakfast.
Best Western Plus is an upper-midscale property that offers a more premium experience, featuring updated contemporary furnishings in comfortable and spacious rooms and common areas. They offer all of the amenities of Best Western hotels, along with high-quality bedding, upgraded bath amenities and select sundry items. Best Western Plus hotels are AAA/CAA three-diamond rated.
Best Western Premier is an upscale property that offers real luxury at the right price. Each offers the amenities of Best Western and Best Western Plus hotels, along with deluxe bath amenities, premium linens and towels, and typically 42-inch LCD or plasma televisions. Best Western Premiers also offer enhanced guest services, such as on-site dining, a concierge and turn-down service.
BW Premier Collection is Best Western’s soft brand and consists of independent upscale and luxury hotels in destination and major markets. BW Premier Collection hotels are required to maintain a TripAdvisor Certificate of Excellence and hold a minimum three-diamond rating or higher, or, country rating equivalent.
Vīb is an environment for those looking for social engagement, technology integration and consistent service and is unique to the midscale segment. This unique concept has a minimal footprint, is cost effective to build, efficient to operate, and creates a highly profitable business model.
Glō is a broad-midscale new construction brand that offers a hip, boutique-style experience for savvy travellers who expect the best in value, design and comfort. GLō’s architecture and design have elements that speak to the name with the use of signature LED elements.
Best Western Plus Executive Residency is anupper-midscale hotel whose flexible spaces, stylish design, and brand signature elements come together to create an enriching extended stay guest experience.
Best Western GB
Best Western GB is the largest collection of independently owned and family run hotels in Great Britain. Its 275 properties have over 42,000 years of history between them and hundreds of stories to share too. From the oldest purpose built hotel in Europe, the hotel with the best room-with-a-view in the world and the hotel which hosted the honeymoon of Hollywood royalty, Richard Burton and Elizabeth Taylor.
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