Best Western has launched two new brand names to differentiate the hotel styles within its portfolio. The company now includes the Best Western, Best Western Plus and Best Western Premier brand names across it global portfolio so it can begin to welcome more hotels in its company and offer consumers more choice.
“We have enhanced the brand strategy across Best Western,” said Richard Lewis, Best Western’s recently appointed CEO at the press conference today. “It will allow hotels to choose and select which brand within Best Western they want to position their property. Plus it gives consumers more choice to choose a hotel that suits them”.
The brand strategy will allow the company to bring more four-star properties into its collection, which includes more than 4, 250hotels across the world. Of those in the UK, there are 257 Best Western hotels,10 Plus branded properties and nine Premier hotels. Lewis revealed that the company was hoping to have more than 20 Plus hotels by the end of the year,which would be a mixture of new additions and renovations.
“We have had a number of applications from within the existing portfolio from hotels that want to join Best Western Plus or Premier but there is real interest from independent hotels outside the brand that want to join us because they see the quality connected to it,” he explained.
Meanwhile, the hotel chain has introduced free WiFi across its hotels after research by BDRC found that businesses make more than