Best Western tiered brands debut in UK

Best Western Hotels GB, the British wing of the giant hotel marketing cooperative Best Western International, introduced the midscale Best Western Plus and upscale Best Western Premier tiered brands to the U.K. on Thursday.

The company says move, which has already occurred in other countries, aims to give consumers more choice and clarity easing their decision making process, something that travel customers are increasingly searching for. There are 121 Best Western Plus hotels and 134 Best Western Premier hotels worldwide, of which 10 and nine are in the U.K. respectively.

Best Western Hotels GB operates as a subsidiary of Interchange & Consort Hotels, York, England. Each of the member hotels are independently owned.

“As a group of hotels we are proud of our independent nature and personality, we celebrate the fact that each hotel is individual. In addition, we need to make it easier for consumers to differentiate between these properties,” said Richard Lewis, Interchange & Consort Hotels CEO.