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Best Western GB in talks to enter 5-star market

Best Western Great Britain, part of one of the oldest international travel brands, is in talks to recruit its first ever 5-star 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 is revealed today signaling 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.

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.

Best Western International announced its vision for rebranding the group at its annual convention today.  

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 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.  

“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,” said Rob Payne, Chief Executive Officer, Best Western Great Britain. 

“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 reimagined brand identity that clarifies our exceptional offerings and broadens our appeal with a contemporary, energetic and relevant look,” said David Kong, president and Chief Executive Officer of Best Western Hotels & Resorts. “We started over. These new logos are dramatically different and illustrate the amazing products and offerings of today’s Best Western.”  

Graham Usher, general manager of the BEST WESTERN Monkbar in York, said: “Best Western has changed since we joined the brand, standards and expectations have increased which is a great thing as it says to guests we are different, we have changed and the new brand will amplify that worldwide. Here at the Monkbar we have invested over £3m in refurbishing the hotel - our most significant investment in 25 years - we have extended and launched a new restaurant both of which have been brilliantly received by our guests. The investment will raise our rating from three star to four star plus so we are hugely excited about the future for the Monkbar and for Best Western and the conversations the new brand and logos will start, with old guests and new.”  

The rebrand and new logos launched today marks the culmination of two years of work and significant industry research with leisure and corporate guests, Rewards customers and member hoteliers across the world as well as focus groups internationally. The adoption of the new brand and logos is expected to be official in mid-November pending approval by Best Western hotel owners in North America and introduced to travellers worldwide in spring 2016.

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