Best Western rebrands as it attempts to compete in premium market
Hotel chain Best Western has undergone a radical rebrand as it attempts to shake off its budget positioning and attract younger, contemporary customers.
As part of the overhaul the brand has introduced a new name, Best Western Hotels & Resorts, a suite of new logos for its existing hotel brands and a new boutique hotel brand named Glō.
Best Western GB is in talks with a number of 5* hotels located across the country to join its BW Premier Collection as it further looks to change perceptions of Best Western being just a mid-market hotel group.
The new masterbrand logo pulls through the brand’s updated modern blue colour and uses hand drawn lettering which was created to be 'passionate, friendly and memorable'.
Rob Payne, chief executive officer, Best Western Great Britain called the rebrand "revolutionary".
"It is deliberately designed to make Best Western visible to broader audiences and reflect the huge progress the group has made in recent years to improve hotel standards and provide better guest experiences," he said. "The new logo line-ups mean we have seven distinct brands to market, optimised to work in a digital age, which enables us to harmonise hotel experience with guest expectation and have more meaningful conversations."
The brand and logo change will come into effect across all of the group’s 4,100 properties in more than 100 countries by the end of 2017. In Great Britain, Best Western’s 275 properties will begin implementing the logo changes from spring 2016.
This is the first time Best Western has updated its logo since 1993. Take a look at the brand's logo evolution below.
