Three hotels have joined the new Best Western BW Premier Collection just three months after the soft brand was launched in the UK.
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.
New brand from Best Western proving popular
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.”
New proposition for guests
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.”
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