Pride of Britain Hotels has unveiled a new logo, website and marketing collateral as part of a major rebrand to PoB Hotels. 

The collection was formed in 1982 and comprises 54 independent luxury hotels from across the British Isles. Member hotels pay an annual fee for marketing support and networking opportunities within the domestic market. 

PoB Hotels said the new brand would champion “relaxed, modern luxury” and showcase independent hotels that are “pampering, outstanding and British”.

A refreshed website is centred around guest experience, with new additions including an online magazine, The Handle, an ‘intelligent’ search bar, and a mystery door for guests looking for a surprise element on their next trip.

PoB Hotels has also relaunched its social media channels and joined TikTok to interest prospective guests through creative content and videos. 

Other initiatives launched by the brand include The Collection, a coffee table-style book with a different theme for every annual edition, and gift vouchers, which can be redeemed at any PoB property and purchased digitally or as a luxury gift pack.

PoB Hotels also recently partnered with EarthCheck, the leading scientific benchmarking, certification and advisory group for travel and tourism, to develop environmental good practice and certification for hotel members and company-wide regenerative practices. 

The company achieved bronze certification within its first year, with 25% of member hoteliers signing up to EarthCheck, and is striving for silver certification in 2023.

Chief executive Kalindi Juneja said: “It’s an exciting new era for PoB Hotels as the evolution of our iconic British brand has already brought us new hotel members and is attracting new guests. Britons want to spend more time enjoying the incredible experiences on offer within the British Isles and we will be showcasing the finest privately-owned hotels, restaurants and spas available.

“PoB Hotels will be inspiring guests through stories on our new website, via social media, and through our gift range and highlighting how guests can experience the very best that Britain has to offer.”

She added: “The new PoB Hotels look is clean, fresh, and more reflective of what the membership has evolved into.” 

To mark the relaunch, PoB Hotels commissioned new research from market intelligence firm Audience Net, which found that more than one-third (35%) of all UK adults plan to stay at an upmarket, luxury or spa hotel within the British Isles. 

Almost two thirds of UK adults (63%) claimed that the appeal of taking a break in Britain as opposed to flying abroad had increased since the pandemic.