The managed hotel chain, which already has four four star hotels within the collection, sees potential in the luxury hotel market, which Transparency Market Research predicts will increase by 4 per cent over the next seven years.
The news comes as the global company - re-named Best Western Hotels & Resorts - unveiled a major re-brand and the launch of suburban mid-market boutique hotel brand Glō at its annual convention earlier this week.
Glō's launch now brings the number of brands offered by Best Western to seven with all of them receiving new logos which it said 'signalled that Best Western has changed, making it more contemporary and visible to younger travellers'.
“The re-brand is revolutionary. It is deliberately designed to make Best Western visible to broader audiences and reflect the huge progress the group has made in recent years to improve hotel standards and provide better guest experiences," said Rob Payne, CEO of Best Western Great Britain. "The new logo line-ups mean we have seven distinct brands to market, optimised to work in a digital age, which enables us to harmonise hotel experience with guest expectation and have more meaningful conversations."
Payne said the company was 'hugely excited' to be talking to the owners of five star hotels about joining the collection.
"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,” he said.
The brand and logo change will come into effect across all of the group’s 4,100 properties in more than 100 countries by the end of 2017. Here in the UK Best Western’s 275 properties will begin implementing the logo changes from spring 2016.
“For more than two decades, Best Western has had a familiar, recognizable, and visible logo. But with our investments in this 69-year old brand during the last 10 years, we need to make consumers aware of the exciting improvements. We are embracing our future with a completely re-imagined brand identity that clarifies our exceptional offerings and broadens our appeal with a contemporary, energetic and relevant look,” said David Kong, president and CEO of Best Western Hotels & Resorts.