BEST Western has started a major rebranding programme to bring the Consort Hotel group under the Best Western banner following the merger of the two companies in March this year.
From February 2000, Consort’s 160 properties, most of which are three star, will all carry the Best Western logo.
Consorts’ various programmes such as its loyalty scheme will be incorporated into the Best Western’s loyalty scheme, the Gold Crown Club International, and the additional 160 hotels will be added to Best Western Getaway Breaks. The merger created a 400-strong portfolio of properties making Best Western the largest hotel group in the UK.
Director of marketing and sales Len Louis said:”We now have a stronger standing in the three-star market, especially in areas such as Lake District, Edinburgh and York where we already had Best Western properties.
“For the trade it means much greater availability of rooms. Our Getaway Breaks brochure will be much more exciting next year with 20,000 rooms. We plan to create a section for destination hotels, such as the Crieff hydro in Crieff, Scotland and the Five Lakes in Maldon,” he added.
A new hotel guide featuring all the expanded portfolio of hotels is being launched at World Travel Market.
A bookable Web site specifically for the UK is being launched this month.