Best Western GB has signed an agreement with Hallmark Hotels to bring 26 properties into the brand, representing the largest group deal in Best Western’s 43-year history.
The deal will increase Best Western’s room count by over 2,500, adding to hotels in the mid and upscale brands within their portfolio.
The company said the move is “another significant step” 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.
Rob Paterson, CEO of Best Western Great Britain, said: “It was tough, competitive tender and we are delighted that they have chosen Best Western as the preferred brand partner for its Hallmark Hotels portfolio.
“This is an important step in our business development and our growth plans as an organisation. 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 said it aims 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. I look forward to working in partnership with the management team to maximise their membership. It’s exciting times for Best Western in Great Britain.”
The newly branded hotels are spread throughout the UK including major cities such as Manchester, Glasgow, Liverpool and Chester. The hotels are currently branded as Hallmark hotels.