Best Western Hotels launches three different brands

Independent hotel group Best Western is segmenting its market with the launch of three brands to offer customers more choice.

CastleInnHotel

The three brands will be Best Western, Best Western Plus and Best Western Premier and have been developed on the back of customer feedback.

Best Western sets the standard across features including customer service, food and drink and welcome while the new brands build on the offer with additional facilities.

Best Western, with 257 properties, offers the underpinning features, while the Plus hotels have “extra style, comfort and service”, including bigger beds and quality bedding and a wide breakfast range, complimentary toiletries and technology. Great Britain hosts 10 of the Plus properties.

The Premier offering targets customers looking for luxury and style with properties with memorable designs and takes in nine British hotels and 134 globally.

The group launched a branding campaign under the banner “Hotels with personality” last year. The ad will run again from tonight (22 September) incorporating the three tiers message.

Best Western UK recently appointed Richard Lewis as its chief executive.

He says: “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.”

The announcement follows the recent move by French group Accor to overhaul its economy brands Ibis, Etap and All Seasons. The latter brands become Ibis budget and Ibis Styles.

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