Swedish hotel adopts new global brand

U&Me, Umea, Best Western, brand, trademark, concept, hotel, Sweden, design, BW signature collection, Scandinavia


Hotel with unique architecture and design starts new life

A new brand for selected hotels with unique decor and thoughtful design has signed up a property in Umeå, Sweden, to be one of its first signings worldwide.

U&Me Hotel, currently with 162 rooms, is taking on the BW Signature Collection, Best Western Hotels & Resorts’ new concept, from January, as part of the hotel giant’s “strategic focus on becoming Scandinavia’s leading mid-market hotel player”.

The architectural design hotel U&Me is being described as “the first hotel under the brand name BW Signature Collection”, which was initially revealed just over a month ago.

The hotel has chosen to enter the collection as the concept of the new brand and the focus areas of the hotel go hand in hand, the hotel’s owners say.

“As a privately held company with high integrity, a clear profile and our own strong brand, it was important for us to find a partner with understanding for independent exclusive hotels, which could also meet us with a strong partnership,” says Markus Olsson, president of Fort Knox, the owner of the U&Me Hotel.

A little extra
The new brand is aimed at guests seeking comfortable accommodation with a little extra in terms of service and design.

“We are constantly expanding our hotel family, but the important thing is not to be the greatest without having an exquisite mix of hotel gems that match the different needs of our guests,” says Johan Kukacka, chief executive of Best Western Hotels & Resorts in Scandinavia. “Our focus is on expanding our range of niche design hotels where we see an increasing demand.”

In connection with the move of U&Me, its “historic sister hotel” Stora Hotellet has also joined the company under the exclusive BW Premier Collection.

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