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Best Western going soft

08 December 2017

WORLD Best Western Hotels & Resorts has announced the introduction of the BW Signature Collection by Best Western.

Best Western now has a soft brand to cover most of the hotel segments on the market including the mid-range (SureStay CollectionSM by Best Western), the upper mid-range (BW Signature Collection by Best Western), as well as the luxury segment (BW Premier Collection). “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 this time nobody offers to hoteliers a soft brand in the upper mid-range segment, that is why by diversification of our proposals we can acquire a market share and reach the effect of the scale,” said David Kong, the president and CEO of Best Western Hotels & Resorts. “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 programme and a robust reservation system,” he added. The first two hotels to join the brand are Killington Mountain Lodge (Killingotn, Vermont) and Brooklyn Way Hotel (Brooklyn, New York). To qualify for the brand, hotels must maintain a rating of at least 4.0 on TripAdvisor as well as adhere to some additional standards. By 2020 Best Western expects 100 hotels to have joined the brand.

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