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Best Western Great Britain has announced it is on target for a “record recruitment year”, driven “significantly” by the popularity of its new range of soft brands.
In the past three years Best Western has grown from a hard-branded membership organisation, with three brand choices, to providing 11 brand options including the new soft brands: BW Premier Collection, BW Signature Collection and Sure Hotel Collection by Best Western.
The group said that these new brands have accounted for over 80% of new applications to the company this year. It also announced that its member hotels had invested an estimated £214m since 2015, signalling “confidence in the market” and “increasing the diversity and range of its membership”.
Mark Stanley, head of hotel development for Best Western Great Britain, said: “We have seen a significant surge in interest and demand with their lighter touch, flexible approach to membership proving incredibly popular for owners, operators and investors.”
He added: “I think the fact we now have soft brand options from midscale to upscale has changed the conversation and 2019 is already looking incredibly healthy too for enquiries and pipeline.
“We are the home of the independent hotelier in Great Britain. We are investing heavily in new sales, marketing and revenue technologies which we believe will lead the market in the next 12 to 18 months and make our membership even more attractive.”
