The group, which represents nearly 300 independently owned hotels within the UK, has pitched out its retained PR account, currently held by Brazen.
PRWeek understands that the group is in early stage talks with a select number of agencies over the high five-figure brief, with an appointment expected by September.
The review takes place amid reports this month that hotels are still benefiting from the Games, with cities that hosted Olympic events last year faring best.
Research from Hotels.com pointed to high levels of interest from visitors from Russia, Hungary and New Zealand in the first six months of 2013, particularly in cities such as London, Manchester and Glasgow.
However, one PR figure with insight into the pitch said that a likely focus would be on resisting the threat from chain hotels.
‘You’ve got chains like Travelodge and Holiday Inn squeezing the middle ground, so it’s about giving the hotels within the group a good showing,’ he said.
Best Western, which looks after 4,000 hotels worldwide, declined to comment.