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Best Western restructures to add Plus and Premier levels

By Emma Eversham , 22-Sep-2011

The Queen Hotel in Chester will now be marketed as one of Best Western's Premier hotels

The Queen Hotel in Chester will now be marketed as one of Best Western's Premier hotels

Best Western has restructured its business into three tiers - Best Western, Best Western Plus and Best Western Premier - to better differentiate between facilities and standards offered by each of its 276 member hotels.

The Best Western brand name will apply to the majority of the hotels with Plus and Premier indicating hotels with extra style, increased comfort and more facilities such as bigger beds, an extended breakfast range and outstanding service.

Richard Lewis, Best Western hotels’ newly appointed chief executive, said: “As a group of hotels we are proud of our independent nature and personality, we celebrate the fact that each hotel is individual. In addition, we need to make it easier for consumers to differentiate between these properties.”

“We are at an exciting time and have many plans to make Best Western the number one mid market choice in Great Britain. Creating more clarity for our guests and gaining even greater customer satisfaction, is essential and key to our success.”

Across the UK there will now be 257 Best Western hotels, 10 Best Western Plus hotels and nine Best Western Premier hotels. The company is expecting to double the number of Plus hotels by the end of the year as well as add more Premier properties to its portfolio.

Best Western Plus

Best Western Plus are principally four-star hotels with 'extra style, comfort and service', including bigger beds, an extended breakfast range with local specialities, treats on on arrival, bathrobes, additional complimentary toiletries and increased comfort and technology.

Current hotels in this tier are:

  • Ullesthorpe Court Hotel and Golf Club, Lutterworth
  • Castle Inn, Keswick
  • Dean Court, York
  • Wroxton House, Banbury
  • Mosborough Hall, Sheffield
  • Stoke on Trent Moat House, Stoke-on-Trent
  • Angel Hotel, Chippenham
  • Bruntsfield Hotel, Edinburgh
  • Keavil House, Dunfermline
  • Lochardil House, Inverness

Best Western Premier

Best Western Premier is the group's top tier with luxury and top facilities pre-requisites. Hotels are chosen for their 'memorable quality, design and impressive facilities'.

Current hotels in this tier are:

  • Moor Hall Hotel, Bakewell
  • Leyland Hotel, Preston
  • Queen Hotel, Chester
  • Yew Lodge Hotel, Kegworth
  • Blunsdon House Hotel, Swindon
  • Mount Pleasant Hotel, Doncaster
  • Best Western Premier Mostyn Hotel, London
  • Best Western Premier Shaftesbury Piccadilly Hotel, London
  • Best Western Premier Shaftesbury Hotel, London

The launch of the brand enhancement is supported by the ‘hotels with personality’ TV advert, which airs for the first time tonight incorporating the three tiers message.

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