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Best Western GB has announced it is in talks to recruit a number of its first ever five-star properties to join its new BW Premier Collection.
The talks coincide with a major rebrand of the company as it is to replace its logo, which has been used for more than 20 years, with a new suite of seven brand logos to appeal to a younger market.
Best Western also announced the launch of Glō, a mid-market boutique hotel brand with iconic and contemporary design which brings the tally of new brands added to its portfolio in the last 12 months to three – along with Vīb, a technology-based urban hotel concept and BW Premier Collection.
Rob Payne, CEO at Best Western Great Britain, said: “We are hugely excited to be talking to five star properties about joining the collection too.
“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.”
Announced at the company’s annual convention in Hawaii, Best Western International will be renamed Best Western Hotels & Resorts, and will be complemented by a suite of new logos for three of its existing hotel brands; Best Western, Best Western Plus and Best Western Premier.
