Vib (as in vibrant) is aimed at digital savvy guests and will feature larger lobby areas with media walls and gaming pods. Guests will be able to sync and customise content in their rooms and social areas.
Best Western GB chief executive Richard Lewis predicts that Shotels, hotels that allow guests to sync their life to their stay, will be the next big travel trend and act as a 'gamechanger' for the hospitality industry.
He said: "Shotels are about the visual and interactive experience. Today’s travellers are increasingly swapping afternoon tea for apps because technology has revolutionised travel behaviours. Shotels reflect and meet those changing digital demands.”
Vib is designed to provide travellers with a social and digital experience Best Western say is 'no longer defined by age or demographics'.
Lewis said: "Whereas in traditional Best Western hotels guests might have used the social areas in isolation from everyone else, or felt more comfortable in their bedrooms, Shotels will flip that concept on its head. The technology will encourage guests to leave their rooms and enrich their experiences in the lobby by enjoying spending time interacting with the gadgets as much as their fellow guests."
Vib, still in the early planning stages, is the first new hotel brand launched by Best Western in 70 years and follows an increasing trend for hotels investing more in digital technology.
A representative for Best Western told BigHospitality: "We have attracted a great deal of interest from developers and existing hoteliers wanting to be the first to launch a Vib in Great Britain. We are not putting timescales on the progression of those conversations but it shows how attractive the concept of Shotels is, how the market is diversifying to accommodate these new app-savvy travellers and why this will be a new growth area in travel stays worldwide, not just in Britain."