Best Western has reported a positive start to 2014 with double-digit sales growth in the first two weeks of January.
The country's largest group of independently owned and managed hotels said that sales were up 27% on last year. It added that online transactions were also up 31% on the first two weeks of 2013.
Best Western, which represents 275 hotels in the UK, said that the figures indicated that consumer confidence was returning, though it added that sales had been boosted by TV sponsorship and its January sale.
Best Western brand development director Christine Jones said: "We anticipate additional growth opportunities in 2014 and are planning to add a further 25 upper three or four star hotels to our brand this year, while continuing to maintain a high level of member hotels. We're becoming the brand to join in 2014 for many reasons including maintaining independence, creating additional bookings through our award winning call centre and bestwestern.co.uk, how cost effective our membership is and our low membership terms."
Marketing and e-commerce director Tim Wade added that he expected ongoing growth in digital bookings this year as the leisure and corporate markets continue to recover.