AHC: Best Western shakes hands with Peel Hotels

    60 60 Hamish Kilburn
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    The deal will bring all nine Robert Peel’s hotels into the Best Western GB brand…

    More than 950 delegates gathered in Manchester for the 15th Annual Hotel Conference (AHC). The positive mood allowed for conversations to flow with ease and the diverse range of speakers and topics created a fantastic opportunity to learn, network and be inspired.

    Best Western GB has agreed a group deal with Robert Peel to bring all nine of his hotels into brand.

    The deal, which will see all nine properties activated into Best Western’s soft brands over the next 12 months, follows news that Best Western is on track for a record recruitment year.

    Robert Peel, chief executive of Peel Hotels Plc, 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 GB’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, said: “This deal is a great endorsement of our strategy for the future.

    “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.


    Hamish Kilburn / 12.10.2018


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