Three Tiers of Personality: Best Western Announces Major Brand Enhancement

LONDON, September 22, 2011 -

Great Britain’s largest group of independent hotels, Best Western, has today announced a change to the structure of its 276 hotels.

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Today Richard Lewis, newly appointed CEO of Best Western, launched three hotel tiers; Best Western, Best Western Plus and Best Western Premier, in a move that sees the company embark upon a nationwide brand enhancement strategy.

The move aims to give consumers more choice and clarity easing their decision making process, something that travel customers are increasingly searching for.

The three tiers have been developed on extensive guest feedback and build on the strict quality standards that all Best Western hotels have to adhere to. Six key areas define the tiers; welcome, food and drink, customer service, bathroom, sleep and work and entertainment. The Best Western tier sets the standard for these key areas of hotel experience and Best Western Plus and Best Western Premier build upon this with additional amenities and personality driven offerings.

Last year the group launched ‘Hotels with personality’, a strategy that celebrates the individuality of the independently owned and managed properties in Best Western. The new tier brand strategy builds on ‘Hotels with personality’ allowing consumers to differentiate between hotels to choose the most suitable one to match their needs.

Across Great Britain there are now ten Best Western Plus hotels, nine Best Western Premier hotels and a strong base of 257 Best Western hotels in Great Britain. The group expect to have over 20 Best Western Plus properties by the end of the year as well continuing to introduce new Best Western Premier properties into the brand to strengthen customer choice.

Best Western Plus

Best Western Plus Hotels are everything you would expect from a Best Western hotel with extra style, comfort and service. This includes bigger beds and top quality bedding, extended breakfast range with local specialities, little treats on arrival 24 hours a day, bathrobes, additional complimentary toiletries and increased comfort and technology to make working and relaxing in the room even more enjoyable.

The new tier has been introduced globally with 121 Plus hotels and Great Britain hosting 10 of these. The Best Western Plus Ullesthorpe Court Hotel and Golf Club in Lutterworth was the first to be granted the title closely followed by the Best Western Plus Castle Inn, Best Western Plus Dean Court, Best Western Plus Wroxton House, Best Western Plus Mosborough Hall, Best Western Plus Stoke on Trent Moat House and Best Western Plus Angel Hotel, as well as three members in Scotland, the Best Western Plus Bruntsfield Hotel, Best Western Plus Keavil House and Best Western Plus Lochardil House.

Best Western Premier

Best Western Premier is the finest of the group’s hotels with a focus on luxury, style and outstanding service. These hotels are specifically chosen for their memorable quality, design and impressive facilities and consist of nine British hotels and 134 globally.

Best Western Premier hotels in Great Britain are; Best Western Premier Moor Hall Hotel, Best Western Premier Leyland Hotel, Best Western Premier Queen Hotel, Best Western Premier Yew Lodge Hotel, Best Western Premier Blunsdon House Hotel and Best Western Premier Mount Pleasant Hotel as well as three in London, the Best Western Premier Mostyn Hotel, Best Western Premier Shaftesbury Piccadilly Hotel and Best Western Premier Shaftesbury Hotel.

Best Western

Best Western remains the backbone of the group, and showcases what the brand represents - a group of hotels with their own personalities, offering quality standards, comfort, personal service and great value.

Richard Lewis, Best Western hotels’ newly appointed Chief Executive Officer, said: “As a group of hotels we are proud of our independent nature and personality, we celebrate the fact that each hotel is individual. In addition, we need to make it easier for consumers to differentiate between these properties.”

“We are at an exciting time and have many plans to make Best Western the number one mid market choice in Great Britain. Creating more clarity for our guests and gaining even greater customer satisfaction, is essential and key to our success.”

Following the launch it is anticipated that there will be an increase in 4 star properties looking to join the group as Best Western Plus or Best Western Premier hotel.

The launch of the brand enhancement is supported by the ‘hotels with personality’ TV advert, which airs for the first time tonight incorporating the three tiers message.

Best Western has properties throughout the country ranging from country manors, castles and coaching inns to stylish town houses, super modern retreats and sumptuous secluded getaways, there is a hotel to suit every personality and type of UK break.

For more information about Best Western, please visit www.bestwestern.co.uk

Best Western
Best Western is the largest group of independently owned and managed hotels in the GB and worldwide. Member hotels maintain their independence, charm and personality, whilst benefiting from being part of the Best Western brand. Hotels benefit from sales, marketing and distribution activity available to them by joining with like-minded independent hoteliers.

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For further information, contact the Best Western team at Brazen PR, Kirsty Stewart, Natalie Cox and Emma Trimble on T: +44(0)161-923-4994 or E: bestwestern at brazenpr.com