Best Western GB is launching a new ‘Shotels’ brand for app savvy travellers who want to access to gaming pods, Google+ and the latest technology in their rooms.
The new app follows IKEA's announcement that it is releasing a furniture range fitted with wireless charging spots for mobile devices.
The hotel group has responded to this new demand by breaking with tradition and launching its own Shotel called V b [as in vibrant], its first new hotel brand in nearly 70 years, and the company's GB chief executive, Richard Lewis, is projecting ‘Shotels’ as the next major travel trend.
He said: "The change of direction for Best Western into what we are calling Shotels reflects a major new travel trend, not just for the UK but worldwide.
"In addition to being able to sync and customise content in rooms, Best Western V b will have large lobby areas with media walls as well as gaming pods. They will offer style, technology and a social experience for a traveller no longer defined by age or demographics, and join the ranks of other interactive hotels which have recently launched into the market.
“Shotels are about the visual and interactive experience. Today’s travellers are increasingly swapping afternoon tea for apps because technology has revolutionised travel behaviours. Shotels reflect and meet those changing digital demands.
"In traditional Best Western hotels guests might have used the social areas in isolation from everyone else or felt more comfortable in their bedrooms but Shotels will flip that concept on its head. The technology will encourage guests to leave their rooms and enrich their experiences in the lobby by enjoying spending time interacting with the gadgets as much as their fellow guests. Shotels will be a gamechanger for the whole hotel and hospitality industry.”