Best Western sees 110% jump in hotel membership amid market uncertainty

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As 2017 draws to a close, Best Western Great Britain is to post a record year for hotel applications and activations, having seen a 110% jump in memberships.

The organisation for independent hotels has seen a huge rise in hotels joining year on year, including the first additions to new brand Sure Hotels by Best Western, with the group citing the market uncertainty caused by Brexit as a reason behind the results.

18 months ago Best Western restructured its teams to accommodate the increase in demand, with the new economy, midscale and soft brand options with Sure Hotels proving popular.

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Looking ahead to 2018, there are another 30 hotels in the pipeline who will join one of Best Western’s 10 brands.

Les Asplen, managing director of Best Western Great Britain, 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.

“Right now, we are probably in our strongest ever brand position and that is being reflected in our recruitment numbers.”

The first hotel to join the new Sure Hotels brand is the city centre based Lincoln Hotel in which sits in the new soft brand, Sure Hotel Collection by Best Western.

Les Asplen added: “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.”

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