Market uncertainty caused by Brexit has helped Best Western Great Britain post a record year for number of hotel applications and activations.
The membership organisation for independent hotels has seen a 110% increase in hotels joining year on year including the first additions to its newest brand Sure Hotels by Best Western which has economy, midscale and soft brand options. This is part of a bigger expansion plan for 2018 with 30 hotels in the pipeline for activation, in addition to 14 hotels due to be activated before the end of 2017.
Les Asplen, managing director of the company, said: ?The last 12 months have been brilliantly busy for us. We realised 18 months ago that the market uncertainty was increasing interest in Best Western so we restructured our teams to handle the enquiries and that interest has converted into active members and a significant pipeline of new properties for launch in 2018.
?In times of uncertainty, independent hotels of all ratings want a structure that allows them to keep their independence but benefit from the security of working with a global brand. We have always offered that but because we have changed for the better in the last three years - launching new brands, increasing quality and services and responding to our guests needs - right now, we are probably in our strongest ever brand position and that is being reflected in our recruitment numbers.
?Since widening our appeal to ten brands Best Western now has an option for every hotel and every guest. We already have 30 hotels in the pipeline for activation across our existing brands in 2018 and are quietly confident with current interest generated by Sure Hotels by Best Western that we will be reporting back-to-back record years as we continue to strengthen in the next 12 months.?
