The Best Western hotel chain today (September 22) announced plans to restructure its brands in the UK.
The group said it had set up three tiers, Best Western, Best Western Plus and Best Western Premier.
Richard Lewis, the group’s newly appointed ceo for Great Britain, said 10 of the hotels in the portfolio had already re-branded to the Plus level and nine to the top Premier level.
These included two of its flagship properties the Mostyn and the Shaftesbury Piccadilly in Central London.
Lewis, who joined Britain’s largest group of independent hotels three weeks ago, said he expected hotels from the remaining 257 Best Westerns in Britain to upgrade.
The group was looking to have more than 20 Best Western Plus hotels by the end of the year.
He said the group was also receiving applications from hotels outside the chain to join at one of the higher levels.
He told a press briefing in London today that he hoped more four-star hotels would join Best Western.
Lewis said the enhancements were customer driven and focused on six areas: the welcome, food and drink, customer service, the bathroom, the bed, and work and entertainment.
For the business traveller, Rhys Roberts, the group chairman, said the group offered free WiFi and executive rooms with work space and larger beds in some hotels. Computers were also available in many hotels.
Lewis said the Plus brand stood in the middle while the Premier grade was the “ultimate” with specific styles of design.
He added: “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.”