Best Western Have Agreed A Deal With Peel Hotels Plc

Over the next 12 months the 9 Peel Hotels properties will be activated into Best Western’s soft brands. Eight hotels within the Peel Hotels PLC brand are joining the Sure Hotel Collection soft brand including The Bull Hotel Peterborough, The Midland Hotel Bradford, The Cosmopolitan Hotel, Leeds, The Caledonian Hotel, Newcastle, The Crown & Mitre Carlisle, The Strathdon Hotel Nottingham, The George Hotel Wallingford and The King Malcolm Hotel Dunfermline. 

The Norfolk Royale Hotel will be joining the BW Signature Collection Soft Brand.

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 Great Britain’s range of soft brands and strategy for the future made it the perfect fit for a profitable partnership.”