THE MIDLAND Hotel in Bradford is to come under the Best Western banner.

The hotel is joining the Sure Hotel Collection by Best Western, adding to its growing portfolio of over 260 independent hotels.

The Victorian hotel, in the heart of Bradford, is the third Peel Hotel Group to join the Best Western portfolio, with the remaining six properties following later this year.

Now called the Midland Hotel, Sure Hotel Collection by Best Western, it boasts 90 executive, premium and standard bedrooms and conferencing facilities for up to 400 guests, which, combined with its central city centre location, makes it suitable for business and leisure travellers alike.

Upon joining the Best Western Great Britain brand, the Midland will have access to expertise to support driving tourism to the city.

Robert Peel, Chief Executive of Peel Hotels, said: “We are delighted that our third hotel has now joined the Best Western brand portfolio, The Midland Hotel is full of history and period features, and we look forward to welcoming new and regular guests to the property under the new Sure Hotel Collection banner.

“We’re excited to see what the future holds now we are part of a 260-strong family of independently-owned hotels across the country.

“I was looking for a brand that would allow our 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.”

Rob Paterson, CEO at Best Western Great Britain, added: “We’re delighted to welcome the latest Peel Hotel, The Midland Hotel, to our Sure Hotel Collection by Best Western brand.

“Best Western now has brands to suit every guest, from economy to luxury, across over 260 locations in Great Britain.

“We look forward to working in partnership with the team at the hotel to showcase and celebrate their hotel both locally and globally.”

Peel Hotels re-financed its nine-strong group with cash from Allied Irish Bank in December 2017.

The deal with AIB included a £9.9m five-year term loan, which was to support the group’s ongoing programme of refurbishments and improvements, as well as branch banking services for the hotels.

The Midland benefitted from the major share of the group’s £603,000 captial expenditure programme during 2016, including refurbishment of the exterior and further bedroom improvements.

Former owner John Pennington, who bought the building back from demolition, welcomed the move to come under the Best Western brand saying it would be promoted under their umbrella.

He said: “They have a hell of buying power so they should up their presence so that would be good.

“There are too many budget hotels so they have got to get their offering right.

“It’s quieter than it should be but it’s got a sense of presence.”