Best Western is rebranding itself with the new strapline ‘hotels with personality'.
Hotel group bosses said they wanted to emphasise the individuality of each of its 265 member hotels.
Best Western will launch its first television commercial on April 15, as well as new marketing materials and repackaged hotel products, such as shampoo and soap.
Tim Wade, head of marketing for Best Western Hotels Great Britain, told ABTN: "The industry has been dominated by growth in the budget sector. Now is the time that Best Western needs to change perceptions... No other brand has the diversity that we have.
"We have an iconic brand and we're building on this with a twist. Our hotels are all independently owned and operated and the personality each property has is our key strength, and this is the focus of our major new campaign."
With the campaign, Best Western aims to become the number one mid-market brand in the UK.
Wade added that the group has introduced stricter quality controls for member hotels, as well as more frequent checks on standards.
"Our quality standards are higher than ever," said Wade. "There's got to be consistency in the quality."
Best Western has also relaunched its website
For more information bestwestern.co.uk.
Report by Sara Turner