The non-profit membership association wants to emphasise that Best Western is not a chain and that each of its 300-plus hotels is unique.
'People aren't aware that all our hotels are independent - they don't all look the same and they're not clones,' said Best Western PR and communications manager Janine Teasdale.
The group aims to raise its profile among the regional press, as well as attracting more coverage in the national travel media, she added.
One-year incumbent Weber Shandwick will repitch for the account, but the association has yet to shortlist any other agencies.
Two agencies, including one London and one Leeds-based agency, have already submitted credentials.
The work up for grabs includes its retained consumer PR account and a festive-breaks project, which aims to attract visitors over Christmas and New Year.
Teasdale said she planned to hold discussions with agencies that have experience in the hotel sector and will use creative strategies, not just 'PR stunts', to generate bookings.
The group has an in-house PR team that will work alongside the successful agency to support all activity.