Best Western Great Britain is in talks to recruit its first five-star properties.
The talks coincide with a major rebrand and mark a new era for the hotel group as it retires its famous logo of over 20 years.
A new suite of seven logos is revealed today signaling to guests that Best Western has changed, making it more contemporary and visible to younger travellers.
Best Western GB is talking to a number of five-star hotels located in key destination areas of the country to join its soft brand, BW Premier Collection.
It already has four-, four-star or above properties as part of the collection, but the addition of five-star properties would further change perceptions of Best Western being just a mid-market hotel group.
Best Western has also announced the launch of Glo, a suburban mid-market boutique hotel brand with iconic and contemporary design which brings the tally of new brands added to its portfolio in the last 12 months to three; along with Vib, a stylish and technology-centric urban hotel concept and BW Premier Collection, a soft brand consisting of carefully selected high-end hotels.
