Best Western Great Britain has signed a deal with Peel Hotels to bring all nine of its hotels into Best Western brands.
Eight hotels, including The Bull Hotel, Peterborough, and The Caledonian Hotel, Newcastle, will join the Sure Hotel Collection while The Norfolk Royale Hotel in Bournemouth will join the BW Signature Collection.
The rebranding will happen over the next 12 months.
Robert Peel, chief executive of Peel Hotels, 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."
Meanwhile, Best Western is investing in new technology to improve sales, marketing and revenue to make its membership ‘more attractive’.
