The Palace Hotel & Casino has joined forces with the ‘world’s largest hotel family’ by adopting the Best Western brand. From Friday, November 25 the hotel will be marketed as the BEST WESTERN Palace Hotel & Casino, although it will remain under the operational control and ownership of the Sefton Group. The Best Western name dates back to 1946, when the brand was created in Phoenix, USA. During the 1960s, the group started to licence the brand overseas and today the name is represented in 80-plus countries around the world, with more than 4,000 hotels – all independently owned and managed. The hotel will become the first Best Western in the UK to incorporate a casino, and will be the only branded hotel in the Isle of Man. Adrian Brockhouse, Director of Hotels and Leisure at the Sefton Group, said: ‘We’ve been working closely with Best Western to ensure that the hotel meets the rigorous standards required to enable it to adopt the Best Western brand. ‘This presents an exciting opportunity for everyone involved with the hotel. Joining the Best Western brand brings with it many advantages for the hotel and the Island in general through additional marketing exposure within the UK and further afield.’ Keith Pope, Director of Best Western, added: ‘Best Western Palace Hotel & Casino is a great addition to our portfolio of “hotels with personality”. The hotel offers fantastic facilities and is a great place to stay for both business and leisure travellers. We believe this hotel has a great future with us.’ -ENDS-