Best Loved Hotels is to get a brand refresh after being sold by the Great British Hotel Company to HotelREZ for an undisclosed sum.
Long-established Best Loved Hotels has been seen as the go to for agents with its ‘Gold Book’ used by luxury travel agencies.
The collection of 259 independent properties includes former castles, palaces and luxury islands resorts.
HotelREZ will work to develop the brand globally, adding luxury boutique hotels from across the world.
Julian Ebbutt, managing director of Best Loved Hotels, will remain as a consultant to ensure the smooth transition of the business to the new owner.
Nicolas Wijnants, director at HotelRez brand World Rainbow Hotels, is promoted to group director global brands.
HotelREZ Group CEO Mark Lewis (pictured) 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.
“Our immediate plans for Best Loved Hotels include a complete brand refresh and new cutting edge website including booking functionality coupling both hotel and ancillary spend designed to appeal to high net worth travellers.
“Obviously we will look to provide members with our full suite of services including soft brand GDS affiliation, REZbooker internet booking engine, corporate incremental business and web services incorporating SEO, PPC, web design, hosting, metasearch and other products geared at generating members greater income.”
Ebbutt added: “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.
“HotelREZ is known for driving incremental income to its members and offering exceptional service. Its range of products and approach to the market will only increase the value offering Best Loved offers its members.
“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.”