Register to get free articles
Want unlimited access? View Plans
Already have an account? Sign in
Q: We’ve seen a number of exciting hotels joining the Best Western Signature Collection this year. What’s driving this momentum?
Tim Rumney: This is a really exciting time for BWH Hotels. We’re seeing more and more independent, higher-end hotels joining our Signature and Premium Collections because they recognise the power of partnership. These aren’t hotels looking for a rescue plan – they’re ambitious businesses investing heavily in their future and using our platform to accelerate growth.
We’ve always believed that being part of BWH Hotels should be about empowerment, not compromise. We believe in the ‘Power of Two’ – independent hotels gain the global strength and support of a large network while still retaining their individual identity and autonomy.
The Signature Collection offers hotels the freedom to retain their unique identity, while gaining access to global distribution, powerful marketing tools and an established network that drives performance.
Q: Can you give some examples of the kind of investments these hotels are making?
Tim: Absolutely. The energy across our portfolio is brilliant right now. Take The Clarence Gardens Hotel, BW Signature Collection by Best Western in Scarborough who joined us earlier this year – more than £1 million has been invested in just the past year, including the integration of the nearby Victoria Hotel and the creation of stunning sea-view suites. They’re now planning a new health club, complete with a gym, sauna and spa, due to open in 2026. It’s a shining example of how our hotels are raising the bar for memorable guest experiences.
Across the group, 2025 has proved the ambition. Castle Bromwich Hall Hotel, BW Signature Collection by Best Western added 37 new bedrooms; Barton Manor & Spa, BW Signature Collection by Best Western unveiled a full renovation, adding 46 luxurious bedrooms and an impressive glass atrium. Best Western Premier Mount Pleasant Hotel in Doncaster has invested nearly £500,000 pounds in upgrades, including brand new long-stay apartments and accessibility improvements, and Best Western Premier Heronston Hotel & Spa has recently been awarded a prestigious AA Four-Star grading after a full refurbishment. Just a few examples of investments ensuring fantastic, unique and independent stays across GB.
Q: How is consumer demand influencing these investment decisions?
Tim: Guests are craving experiences that go beyond a comfortable night’s stay – they want something memorable, something that connects. We’re seeing a real rise in demand for experiential and wellness-focused stays and our hotels are responding creatively.
Look at Gleddoch Golf & Spa Resort near Glasgow part of our WorldHotels Distinctive collection – they’ve just completed a multi-million-pound transformation of their Imperia Spa, with features like a Himalayan salt sauna, panoramic outdoor sauna, and treatments that range from traditional massages to the famous ‘golf ball massage’.
It’s luxury with personality – and that’s exactly what today’s traveller wants.
Q: What does this wave of investment say about BWH Hotels’ direction as a group?
Tim: It says that quality and individuality can absolutely thrive together. We’re intentional about bringing in properties that share our values and ambition – hotels that are passionate about design, guest experience and growth.
Our Signature Collection is becoming synonymous with independent hotels that are stepping into the premium space, investing smartly and setting new standards in service and creativity. It’s a privilege to support that journey.
Our goal is simple: to make BWH Hotels GB the home of exceptional, characterful hotels that deliver quality and authenticity across every guest touchpoint.
Q: And looking ahead to 2026?
Tim: Expect to see even more high-quality hotels joining our family – especially in the luxury and upper-upscale space. The appetite for partnership is strong, and the results speak for themselves.
We’re proud to be helping independent hoteliers to lead the market despite tough trading conditions.
