HotelREZ, one of the world’s leading hotel representation companies, today completed the acquisition of Best Loved Hotels from the Great British Hotel Company Ltd. for an undisclosed sum. This strategic move is a milestone in HotelREZ’s continued global expansion and move into the luxury soft brand sector.
Best Loved Hotels is a long-established and internationally admired British hospitality brand founded by Jeffrey Epstein in 1993. The brand has for many years been seen as the go to for agents with its iconic Gold Book gracing most high end agency desks. Today, Best Loved offers consumers access to a collection of over 250 curated boutique and independent properties. Highlights of the Best Loved Hotels collection include former castles, palaces, urban gems, exclusive hideaways and luxury islands resorts.
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 whilst 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, Best Loved Hotels, will remain as a consultant to ensure the smooth transition of the business to new owners HotelREZ. 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. He will work alongside Ebbutt as the Best Loved Hotels leaders as the team integrates fully with HotelREZ. Wijnants will report to Daniel Simmons Chief Commercial Officer. HotelREZ Group CEO, Mark Lewis stated Nicolas’ role is also to develop and enhance Best Loved as both a Global Alliance of ‘luxuriously independent’ partner hotels, driving online business to them via the Best Loved web site and HotelREZ global relationships.
On the acquisition 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.”
Ebbutt added, “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.”
About HotelREZ
HotelREZ Hotels & Resorts was founded in 2004 by Mark Lewis, an experienced hospitality industry professional and entrepreneur. Over the course of over a decade the company has grown to be one of the leading hotel representation companies dedicated to marketing and connecting independent properties with bookers worldwide. HotelREZ now provides distribution, revenue, sales consultancy and marketing services and support to more than 1,500 hotels, apartments and hotel groups in over 100 countries including private label GDS chain code solutions. HotelREZ Hotels & Resorts is a SAAS company. HotelREZ also incorporates the global World Rainbow Hotels and Best Loved Hotels brands.
About Best Loved Hotels
Best Loved Hotels has been bringing its collection of unique and luxury hotels to their customers for over 20 years. They are indefatigable in their efforts to offer the most charming, romantic and character-filled independent hotels both in the UK and internationally.