Best Western has added six new hotels to its portfolio over the past two months, as a result of a major television marketing campaign.
Since launching its Hotels with Personality campaign in April, accompanied by TV advertising, the company has seen a 53% rise in enquiries from independent hoteliers who are keen to join the brand.
Director of Best Western, Keith Pope, said the latest hotels to sign up to Best Western have been attracted by the extensive marketing support of a major global brand combined with the freedom to run their businesses as they want to, enabling owners to preserve the personality of the hotel they have created.
"We made a strategic decision to enhance our minimum standards three years ago and since then 40 hotels, which were unable to reach those higher standards, have left the brand," he said.
"We're increasingly selective about the hotels that we accept into membership and these latest hotels are excellent examples of the type of quality mid-market properties we're now attracting."
The new Best Western hotels are: Best Western Mytton Fold Hotel & Golf Complex, near Blackburn; Best Western Chilworth Manor, Chilworth, Southampton; Best Western Balgeddie House Hotel, Glenrothes, Fife; Best Western Buchanan Arms Hotel & Leisure Club, Loch Lomond; Best Western Cliff Head Hotel, St Austell; and Best Western Palm Hotel, London.
Between them, the six new hotels add more than 350 bedrooms to Best Western's existing stock of 15,000 bedrooms across nearly 280 three and four-star properties in the UK.
By Janet Harmer
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