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Acquisitions & Hotel Openings

Best Western® Hotels & Resorts Launches Third Soft Brand, BW Signature Collection by Best Western

PHOENIX, AZ. October 31, 2017 – Best Western Hotels & Resorts today announced its eleventh brand – and newest soft brand – BW Signature Collection by Best Western. With the arrival of this new product, Best Western now offers soft brand options to hotel owners in most chain scale segments - upper economy and midscale (SureStay CollectionSM by Best Western), upper midscale (BW Signature Collection by Best Western) and upscale and upper upscale (BW Premier Collection®).

“An increasing number of hotels in North America and overseas are going independent because they want flexibility and freedom from brand requirements, but they are also looking for an alternate source of business, a loyalty program and a robust reservation system,” said David Kong, President and CEO of Best Western Hotels & Resorts.

“No one is offering a soft brand in the upper midscale segment right now, so by diversifying our offerings in the space, it is clearly an opportunity for us to capture market share and achieve scale,” Kong said. “At the same time, we are happy to provide a home, and serve as a resource, to high quality independent hoteliers who have great potential to succeed. We believe this is a win-win.”

The first two hotels to join BW Signature Collection by Best Western are Killington Mountain Lodge in Killington, Vermont and Brooklyn Way Hotel in Brooklyn, New York. Hotels joining this new brand will be on boarded in a rapid ramp-up, with near immediate access to Best Western’s robust revenue management systems, tradeshow and sales support, marketing programs, award-winning BWR® loyalty program, global reservation system and more.

“Best Western is a trail-blazer in the soft brand space. Since launching our BW Premier Collection in 2015, and last year, SureStay Collection, we’ve seen incredible results, with continued opportunity to grow,” said Ron Pohl, Senior Vice President and Chief Operations Officer of Best Western Hotels & Resorts. “We anticipate a successful launch of BW Signature Collection by Best Western and look forward to welcoming many more independent hoteliers to our family in the near future.”

While targeting rapid growth for its most recent soft brand, Best Western will be selective and focus on quality over quantity. To qualify, properties must maintain a TripAdvisor® score of at least 4.0 and meet other standards, as well. Best Western anticipates 100 hotels to be in the BW Signature Collection by Best Western pipeline by 2020.

For more information on BW Signature Collection by Best Western, please visit BestWestern.com.

About Best Western Hotels & Resorts

Best Western Hotels & Resorts headquartered in Phoenix, Arizona, is a privately held hotel brand with a global network of 4,100* hotels in more than 100* countries and territories worldwide. Best Western offers 10 hotel brands to suit the needs of developers and guests in every market: Best Western®, Best Western Plus®, Best Western Premier®, Vîb®, GLô®, Executive Residency by Best Western®, and BW Premier Collection®; as well as its recently launched franchise offerings: SureStay®, SureStay Plus® and SureStay Signature Collection®. Now celebrating more than 70 years of hospitality, Best Western provides its hoteliers with global operational, sales and marketing support, and award-winning online and mobile booking capabilities. Best Western continues to set industry records regarding awards and accolades, including 64 percent of the brand’s North American hotels earning a TripAdvisor® Certificate of Excellence award in 2017, Business Travel News® ranking Best Western Plus and Best Western in the top three upper-mid-price and mid-price hotel brands for three years in a row, and Best Western receiving seven consecutive Dynatrace® Best of the Web awards for its leading hotel website. Best Western has also won eight consecutive AAA®/CAA® Lodging Partner of the Year awards, recognizing the brand’s commitment to providing exceptional service and great value to AAA’s 56 million members in the U.S. and Canada. Over 30 million travelers are members of the brand’s award-winning loyalty program Best Western Rewards®, one of the few programs in which members earn points that never expire and can be redeemed at any Best Western hotel worldwide. Best Western’s partnerships with AAA/CAA and Harley-Davidson® provide travelers with exciting ways to interact with the brand. Through its partnership with Google® Street View, Best Western is the first major company of its size and scale to launch a virtual reality experience for customers, setting a new industry standard and reinventing how guests view hotels.

Coming Up In The December Online Hotel Business Review




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