INDEPENDENT hotel group Best Western is rebranding its 276 hotels Best Western, Best Western Plus or Best Western Premier.

Richard Lewis, who was appointed chief executive of the York-based group about three weeks ago, launched the new three-tier system, which he said would build on its Hotels With Personality campaign and give consumers more choice and clarity to ease their decision- making process, which feedback has shown travel customers were increasingly searching for.

York’s Dean Court Hotel has become one of ten Best Western Plus hotels, characterised by bigger beds, top quality bedding, an extended breakfast range with local specialities, little treats on arrival 24 hours a day, bathrobes, additional complimentary toiletries and increased comfort and technology.

Nine hotels have become Best Western Premier, the highest standard of hotel chosen for their memorable quality, design and facilities.

York’s Monkbar Hotel, the Kilima Hotel in Holgate Road and York Pavilion Hotel in Fulford remain Best Western.

June Nelsey, director of the Monkbar Hotel, said the new structure would raise the quality of the Best Western brand and she aimed to achieve Plus standard in the next couple of years.

“I think it’s a huge help. It’s an enhancement of the brand – the same brand, but with three flavours.” She said other hotel brands use different banners to differentiate their hotels and encourage hotels to raise their standards even further.

“I will certainly be pushing to be a Plus. What it will do is make Best Western hotels invest more. I would be surprised if 50 per cent of the membership doesn’t achieve a plus status.”

Mr Lewis said he expected to see an increase in four-star properties looking to join the group following the launch of the tier system and expected to have more than 20 Best Western Plus properties by the end of the year.

“We are at an exciting time and have many plans to make Best Western the number one mid-market choice in Great Britain. Creating more clarity for our guests and gaining even greater customer satisfaction, is essential and key to our success,” he said.