Best Western Great Britain has signed an agreement with Hallmark Hotels to bring 26 properties into brand, representing the largest group deal in Best Western’s 43-year history.
The deal will increase the independent organisation’s room count by over 2,500, adding to hotels in the mid and upscale brands within their portfolio.
The hotels are spread throughout the UK including major cities such as Manchester, Glasgow, Liverpool and Chester and currently branded as Hallmark hotels.
Rob Paterson, chief executive officer of Best Western GB said the tender was ‘tough and competitive’ but the acquisition was an ‘important step’ in the brand’s business development and growth plans.
The move is another significant step for Best Western in Great Britain as it builds on a third consecutive year of record hotel recruitment, including a partnership agreement with another group – Corus hotels, and increased membership enquiries during Covid-19.
Paterson said: “We want Best Western to be the natural go-to home for independent hotels and groups in Great Britain and for us to continue to prove our worth in every hotel relationship we have. We will weather this Covid crisis together and be stronger as a collective as a result.”
The group wanted to rebrand the hotels to further improve their hotels’ performance which will now be delivered from Best Western’s distribution channel and team.
Terii Dunne, director of Business Development Best Western Great Britain, added: “I am delighted to have secured the largest group acquisition in Best Western’s history. The quality of the Hallmark Hotels coming into our brand drives up our guest expectation, and the geographical spread means Best Western is on the map in more places than ever before.”