Peel hotels to join Best Western soft brands

All Peel Hotels' nine properties are set to join Best Westerns' soft brands over the next year.

The properties, which are owned by Robert Peel, will continue to be operated by Peel Hotels with the addition of the Best Western brands to the hotel names and the support of the consortium's marketing function.

Best Western has a number of small groups of independent hotels as members, including Legacy Hotels and Resorts Group.

The Bull hotel in Peterborough, the Midland hotel in Bradford, the Cosmopolitan hotel in Leeds, the Caledonian hotel in Newcastle, the Crown & Mitre hotel in Carlisle, the Strathdon hotel in Nottingham, the George hotel in Wallingford and the King Malcolm hotel in Dunfermline are all joining the Sure Hotel Collection. The Norfolk Royale hotel is joining the BW Signature Collection.

By example, the King Malcolm hotel will be called the King Malcolm hotel, Sure Collection by Best Western.

Robert Peel, chief executive of Peel Hotels, said: "I was looking for a brand that would allow the hotels flexibility to maximise their independence but at the same time support us with distribution, access a global loyalty scheme and benefit from new sales, marketing and revenue technologies. Best Western Great Britain's range of soft brands and strategy for the future made it the perfect fit for a profitable partnership."

Rob Paterson, chief executive of Best Western Great Britain, added: "We recognise that owners and operators want to retain control and leverage the independence and heritage of their properties in Great Britain. We work in partnership to provide support, strategies and resources to help them do that driving total revenue and optimising costs

"Over the next 18 months we are investing significantly in new technology which we think will lead the market in sales, marketing and revenue to make our membership more attractive and give owners and operators more compelling reasons to join us."

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