Best Western GB is currently in talks to secure its first five-star properties to join its BW Premier Collection as part of a major rebrand of the hotel consortium.
The company's dated blue and yellow logo, which has been around for more than 20 years, will also be replaced as the firm reveals a collection of seven brand logos in an attempt to appeal to younger travellers.
Best Western will also launch a suburban mid-market boutique brand called Glo, which will mark the third new brand to be added to the company's portfolio in the last 12 months. Soft brand BW Premier Collection and new-build concept Vib were launched earlier this year.
The company already has four, four-star properties as part of the BW Premier Collection, but plans to introduce five-star hotels to change the perception of Best Western as a mid-market group.
In the UK, Best Western's 275 properties will begin implementing the logo changes from spring 2016. The brand and logo changes across all of the group's 4,100 properties in more than 100 countries will come into effect by the end of 2017.
Rob Payne, chief executive of Best Western GB, said: "We are hugely excited to be talking to five-star properties 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."
The new suite of seven logos was launched today at the company's annual convention in Hawaii.