Best Western is to launch a £1 million rebranding campaign in an effort to emphasise the individuality of its hotels.
The company is seeking to combat agents’ and customers’ perception of the brand as “just a marketing consortium” and set itself apart from what it considers to be a growing number of bland chain hotels.
Chief executive David Clarke said: “Rather than competing on price, which is the key battleground during the recession, we want to show that we can offer something more. People are looking for more than just the fundamentals now and we can offer a midmarket product with personality.”
The company has 275 independent hotel members in the UK, which include seaside properties, boutique city hotels and country retreats. Its hotels are marking the campaign by holding special events centred around their unique selling point.
A television ad campaign around the theme of ‘hotels with personality’ will begin on Thursday and is expected to reach 34 million people. It will be aired during the breaks of Coronation Street, Britain’s Got Talent and CSI.
Best Western will also host five roadshows around the UK – in London, Cardiff, Birmingham, Edinburgh and York – inviting members of the public to come and show their talents.
The company’s marketing materials and hotel products, such as bathroom toiletries, will also be rebranded to reflect the campaign.
Clarke said Best Western had benefitted from the recession, with more Brits staying at home for their holidays. Bookings have also been strong through the trade, he added.
“Agents like a brand they can trust. They are always looking for something different to offer, but that comes with a risk in terms of quality. We can help minimise that risk as we make sure all our hotels maintain certain standards.”
Clarke expects the campaign to prompt “a real change” in business levels and encourage more hotels to join Best Western.