Best Western Hotels & Resorts has a worldwide network of 4,200 hotels in over 100 countries, and has been operating for more than 70 years. The company introduced three of its brands to Asia in 2001 (Best Western, Best Western Plus, and Best Western Premier) and the region can expect to see properties welcoming guests under the new Vīb and GLō brands in the near future.
Hotelintel.co talked to Carolina Fagnani, Senior Regional Director of Business Development for Asia, about the company’s growth potential, and why developers are choosing the brand from among many others in Asia.
Q: How do you position Best Western Hotels in the Asian market?
“We are positioning ourselves as a mid-scale chain in Asia. This is consistent with an overall growth strategy of increasing brand awareness in growing markets by building valuable and highly-visible hotels, which is a strategy that’s being implemented successfully in Japan, Malaysia, the Philippines, and Thailand.”
Q: What are the main factors behind Best Western’s rapid growth?
“First of all we use a franchise model that allows developers to build small sized hotels of anything from 50 to 100 rooms. This gives owners the flexibility to design and build hotels that perfectly match their locale, market, and investment goals.”
Q: Can you tell us why developers choose Best Western?
“Developers tend to work with Best Western for a number of reasons. We have a global presence and provide very strong sales and marketing support. We also have a good selection of brands (Best Western Core, Best Western Plus, Vīb, GLō, Executive Residency by Best Western, Best Western Premier and BW Premier Collection) with different features and amenities matching the regional requirements. Our fee structure is very competitive, so we can optimize the opportunity for our owners to make profits. Finally, we have very cost effective building models.”
Q: Can you tell us something about SureStay?
“SureStay is a subsidiary of Best Western, offering three brands aimed at hotels in the economy and lower midscale segments; SureStay, SureStay Plus, and SureStay Signature Collection. The new white label brand will target both business and leisure travelers who are looking for a superior customer care experience at a very reasonable price.”
“In terms of owners, the main targets are independent hotels or existing Best Western properties that are attracted by the flexibility of the new brands. The main benefits for those existing properties would be that no* particular property improvement plan is required, and all of the new SureStay hotels will use the same systems and resources of Best Western*.”