Best Loved Hotels has been acquired by HotelRez as it ramps up its expansion and strategic positioning into the luxury soft brand sector.
Best Loved Hotels, which was founded by Jeffrey Epstein in 1993, comprises a collection of over 250 curated boutique and independent properties across the UK, and has now been sold by the Great British Hotel Company Ltd for an undisclosed sum.
Julian Ebbutt, current managing director, Best Loved Hotels, will remain as a consultant to ensure the smooth transition of the business to the new owners.
Now HotelREZ will work to develop the brand globally, building on its heritage and brand recognition adding luxury boutique hotels from across the world.
Best Loved Hotels will benefit from the services offered by HotelREZ whilst remaining a brand in its own right, with improved web listings, marketing and distribution.
Nicolas Wijnants, currently director for World Rainbow Hotels (WRH), is promoted with immediate effect to group director global brands, HotelREZ, and takes on responsibility for Best Loved Hotels and WRH.
He will work alongside Ebbutt as the Best Loved Hotels leaders as the team integrates fully with HotelREZ. Wijnants will report to Daniel Simmons chief commercial officer.
Ebbutt said: “We are thrilled to entrust our brand to HotelREZ because of its reputation as a global brand builder and world leader in hotel distribution and representation.
“We are proud to have nurtured this successful brand over the last four years, and are confident the acquisition by HotelREZ will enable Best Loved Hotels to reach its full potential, enhancing its status as a truly iconic global hotel marketing brand.”
On the acquisition Lewis said: “This is an exciting new venture for us as our portfolio continues to grow within the domestic market and internationally. The acquisition marks a milestone in our business’ ambitious expansion plans and cements our reputation as one of the world’s leading and most progressive hotel representation companies.”