Poll names Ace Hotel as trendiest hotel brand


Ace Hotel has emerged victorious in a poll to find the ‘coolest’ travel brands in the UK.

The boutique hotel brand, which operates 7 hotels across the UK and US, was named in the top twenty in the now-annual ‘CoolBrands’ survey.

CoolBrands has been canvassing the opinion of experts and consumers since 2001, publishing an annual barometer of Britain’s leading brands. Brands do not apply or pay to be considered — instead the entire selection process is independently administered by The Centre for Brand Analysis.

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Approximately 1,450 brands are shortlisted from the thousands of brands that are initially identified. Council members then individually award each brand a rating one to 10, but are not allowed to score brands they have a direct association with or are in direct competition with.

The opinions of the Expert Council (85%) and around 2,500 members of the British public (15%) are combined and the best-performing companies are awarded ‘CoolBrands’ status.

This year’s panel comprised 35 experts, including the likes of Caroline Rush, chief executive of The British Fashion Council, actress Jaime Winstone, singer-song writer Labrinth and make-up artist Ruby Hammer MBE.

Neither consumers nor the panel are given a definition of ‘cool’, but are simply asked to bear in mind authenticity, desirability, innovation and originality. The top three coolest brands out of all the categories were Apple, Ray-Ban and Glastonbury.

Ace Hotel first opened in 1999 in Seattle by friends Alex Calderwood, Wade Weigel, and Doug Herrick. In 2013, Ace Hotel London was launched in Shoreditch and has gone on to be a monumental success.