The first three to be revealed are the historic Winchester Royal Hotel (Winchester), the Grade II listed Richmond Hotel (Liverpool) and the luxurious Bank House Hotel, Golf and Spa (Worcester) with a leading conference hotel joining the collection shortly too.
The BW Premier Collection is the first new brand from Best Western in almost 70 years. It allows high quality hotels – all properties need to be four star minimum with the AA or tourist board and have a Trip Advisor rating of 4.2 or above – in city centre or destination locations to retain their identities through a soft-branded relationship.
Christine Jones, Director of Hotel Development for Best Western Great Britain, said: “The BW Premier Collection is proving incredibly popular. I have a list of really exciting properties all keen to have conversations with me about joining because they can see it makes business sense for high quality, independent hotels to soft brand with a global powerhouse like Best Western. The fact that we have four onboard already just a few months after launch in Great Britain demonstrates how popular this is proving to be and the calibre of the first three shows the direction Best Western is moving in.
“We are very much focussed on quality, raising standards and improving experiences across the board for our guests and the BW Premier Collection does all of those things.”
Louis Rigney, General Manager of the Winchester Royal Hotel said: “As an independent hotel operator this is definitely something that has been missing from the marketplace because it allows us to tap into the global reach of the multi-billion dollar Best Western brand and its loyalty Reward scheme but at the same time celebrate and retain the independence of the Winchester Royal. I’m really excited to be part of this new collection of soft branded, independent, desirable British hotels joining forces with Best Western to create a new proposition for guests globally.”
Richard Bailey, General Manager of the Bank House Hotel Golf and Spa, said: “It’s great to be part of this new soft brand option from Best Western. This gives us all the benefits that come from association with a high profile, international hotel brand whilst allowing us to maintain an independent position in our local market. The doors that are now open to us, coupled with the credibility of coming under the Best Western banner, mean that we can promote the hotel to a wider audience with confidence. We are delighted to be part of the first wave of new hotels to join the BW Premier Collection and are excited to start working in partnership with the Best Western Great Britain team.”
Steven Hesketh, Managing Director of The Richmond Hotel Liverpool, said: “The BW Premier Collection allows us, as an independent city centre hotel, to access the power of a global brand which had not been an option before without us losing our identity to full branding. With the BW Premier Collection we have the freedom to be independent and at the same time leverage off of the huge global reach of Best Western to take our own unique local identity, worldwide.”