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HotelRez, has acquired the Best Loved Hotels from the Great British Hotel Company for an undisclosed sum, as it continues its move into the luxury soft brand sector.
Best Loved Hotel’s portfolio includes over 250 curated boutique and independent featuring former castles, palaces, urban gems, exclusive hideaways and luxury island resorts.
HotelRez said it will work to develop the brand globally, building on its “heritage and significant brand recognition” and will look to add luxury boutique hotels from across the world.
Best Loved Hotels will also benefit from the services offered by HotelRez whilst remaining a brand in its own right. Benefits to the 250-plus hoteliers within the Best Loved Hotels brand include web listing, improved marketing and the ability to offer corporate business and improved distribution.
Julian Ebbutt, current managing director, Best Loved Hotels, will remain as a consultant to ensure a “smooth transition” of the business to the new owners.
Nicolas Wijnants, currently director for World Rainbow Hotels (WRH), has been promoted with immediate effect to group director global brands at HotelRez, and will take on responsibility for Best Loved Hotels and WRH.
He will work alongside Ebbutt as the Best Loved Hotels leaders as the team integrates fully with HotelRez.
HotelRez group CEO , Mark Lewis, said: “This is an exciting new venture for us as our portfolio continues to grow within the domestic market and internationally. The acquisition marks a milestone in our business’ ambitious expansion plans and cements our reputation as one of the world’s leading and most progressive hotel representation companies.
“Our immediate plans for Best Loved Hotels include a complete brand refresh and new cutting edge website including booking functionality coupling both hotel and ancillary spend designed to appeal to high net worth travellers.”
Ebbutt added: “We are thrilled to entrust our brand to HotelREZ because of its reputation as a global brand builder and world leader in hotel distribution and representation.
“HotelREZ is known for driving incremental income to its members and offering exceptional service. Its range of products and approach to the market will only increase the value offering Best Loved offers its members.”
