UK: Representation company HotelREZ has acquired Best Loved Hotels from the Great British Hotel Company Ltd. for an undisclosed sum.
HotelREZ describes the move as a milestone in its continued global expansion and move into the luxury soft brand sector.
Best Loved Hotels was founded in 1993, and offers consumers access to a collection of more than 250 curated boutique and independent properties.
HotelREZ will work to develop the brand globally, building on its heritage and significant brand recognition adding luxury boutique hotels from across the world that will cater to high end business and leisure travellers alike.
Best Loved Hotels will benefit from the services offered by HotelREZ while remaining a brand in its own right. Benefits to the 250-plus hoteliers within the Best Loved Hotels brand include web listing, improved marketing and the ability to offer corporate business and improved distribution through HotelREZ’s cutting-edge technology services. HotelREZ boasts a portfolio of properties which span the world and are mostly four and five star, luxury, independent boutique and small group hotels on a global platform.
Julian Ebbutt, current managing director at Best Loved Hotels, will remain as a consultant to ensure a smooth transition.
Nicolas Wijnants, currently director for World Rainbow Hotels (WRH), is promoted with immediate effect to group director global brands, HotelREZ, and takes on responsibility for Best Loved Hotels and WRH.
HotelREZ Group CEO Mark Lewis 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,” he added.
Ebbutt said: “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.”