Best Western GB in talks to enter 5* market
Best Western Great Britain 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 is revealed, making the group more contemporary and visible to younger travelers. As part of the
rebrand, Best Western International will be renamed Best Western Hotels & Resorts.
Best Western Hotels & Resorts has also announced the launch of a new hotel concept – Glo, a suburban midmarket boutique hotel brand. With iconic and contemporary design, Glo brings the tally of new brands added to
its portfolio in the last 12 months to three; along with Vib, a technology-centric urban hotel concept and BW
Premier Collection, a soft brand consisting of carefully selected high-end hotels.
Best Western GB is in talks with a number of 5* hotels located in key destination areas of the country to join
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 the Best Western brand.
"We are hugely excited to be talking to five star properties about joining the collection. 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.
-ENDSFor more information please contact:
Sophie Kelk
[email protected]
0207326 9880
Notes to editors:
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.
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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, Best Western’s new chic, hip boutique concept is designed to combine value and style for today’s
traveler and is unique to the midscale segment.
Glō, a suburban mid-market boutique hotel brand
Best Western Plus Executive Residency is an upper-midscale hotel whose flexible spaces, stylish
design, and brand signature elements come together to create an enriching extended stay guest
experience.
*Numbers are approximate and may fluctuate.
About Best Western GB
Best Western GB is the largest collection of independently owned and family run hotels in Great Britain.
Our 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.
We are also very proud to have the largest collection of pet-friendly hotels in Great Britain, so you can
always holiday with your best friend.
Highlights of the new logos include:
 The company’s core blue colour is updated with a modern hue in a 3D globe.
 The Best Western Plus logo picks up on the brand’s traditional use of red, incorporates the signature
lettering and draws more emphasis to the word “Plus” using a contemporary tapered line. The diamond
shape distinguishes it from the Best Western core brand logo by giving it a more premium look and offering
within the upper midscale segment, where the brand competes.
 The new Best Western Premier logo emphasises “Premier” to convey to guests more clearly that they can
expect something special from their stay.
 The Best Western Hotels & Resorts masterbrand logo pulls through the brand’s updated modern blue color
and uses the distinctive hand drawn lettering which was created to be passionate, friendly and memorable.
This extremely legible logo will clearly define that Best Western is a company of hotels and resorts across
the globe with brands that meet the needs of today’s travelers. The company’s new identity will be used
across all company assets.