Best Western signs seven Greene King hotels
BigHospitality has learnt that the seven hotels that will become Best Westerns (but remain independently owned) after a period of investment, are:
- Weathervane Lodge Hotel, Stoke-on-Trent
- Wee Waif Hotel, Reading
- Mill on the Soar, Broughton Astley
- The Bridge Inn, Yatton
- Broughton Hotel, Milton Keynes
- Farmhouse Innlodge, Portsmouth
- The Titan, Clydebank
London’s Maitrise hotel (part of Choice Hotels), has also been approved to join the group’s sales and marketing membership.
Over 1,500 rooms (700 of which in London) have been approved to join the group in the past four months, representing over 10 per cent of Best Western’s bed stock.
Christine Jones, brand development director of Best Western, said: “It’s an exciting time for the group. We’re attracting larger quality hotels, a number of whom are choosing to move to us from other brands.”
Double-digit growth
Best Western has enjoyed double-digit revenue growth over the past five consecutive years.
CEO Richard Lewis said: “Hotels know they get exceptional return on investment from us at 9.35 per cent of revenue. Whilst the number of member hotels has remained fairly constant, our room stock’s risen by over 5 per cent in the past five years.
“We’re attracting consistently higher quality hotels and we all reap the benefit. Owners are telling me they’re getting the best of both worlds; they keep their independence, we encourage them to retain their personality but they also have the back up of a world class sales, marketing and revenue operation”
This week, the annual British Hotel Guest Survey saw Best Western move into the Top 5 Brands for the first time, after Hilton, Premier Inn, Holiday Inn and Marriott.
The brand has also unveiled a year-long sponsorship of ITV3 early evenings which celebrates the individuality of each of its hotels.
At the end of 2013, Best Western was rated the best mid-market in the You Gov brand index, with a 91 per cent increase among ABC1 adults over the age of 35.
