Best Western Hotels & Resorts is all set to increase its portfolio to 50 properties in the next 10 years. Back in March 2016, Best Western signed a master franchise agreement with Delhi-based Sorrel Hospitality. Sorrel, under the leadership of COO – Atul Jain, is responsible for Best Western’s future positioning, growth and development across India, Bangladesh and Sri Lanka.
Speaking about the growth in the India market, Jain said, “The Indian market is one that Best Western Hotels & Resorts has had interest in for quite some time. The hospitality company is aggressively pursuing the development of GLō and Vīb properties, capitalising on India’s thriving millennial market and will also officially introduce the Best Western Premier Collection brand to the market. Sorrel has plans to grow the Best Western portfolio in India to 50 properties in the next 10 years.”
Ron Pohl, Senior VP Brand Development, Best Western Hotels & Resorts said, “Best Western Hotels & Resorts is always looking at investment opportunities and certainly expansion in India has become a high priority. While the deal with Sorrel Hospitality will certainly help the membership aggressively expand throughout India – the company is always interested in discussing other opportunities and forming partnerships with hospitality and management companies.”
Best Western is also looking to expand its pipeline in the Asia Pacific Region. The company recently signed a management agreement for the opening of four Best Western Plus hotels across Thailand – three of which will be the largest properties in the company’s international portfolio, totalling 4,150 keys. The fourth new-build BW Plus hotel is the 1,050-room BW Plus AD Hua Hin Lake and Resort. In addition to its deal with AD Houses, BW simultaneously has also announced its first two Vīb hotels in Thailand. Best Western has also redesigned a new logo which will be rolled out in all their collaterals by this year.
Speaking about their new strategy Pohl added, “Best Western needed a fresh and relevant look. Under the leadership of President and CEO David Kong, the company decided to adapt with the times and change the logo and create descriptors to help the consumer differentiate between the brands. Recently, we have launched Vīb and GLō brand and now we have seven brands underneath the Best Western corporate umbrella. Vīb’s vibrant lobby, stylish design and focus on convenience and technology integration will exceed the guests’ expectations. This concept has a minimal footprint, is cost effective to build, efficient to operate and creates a highly profitable business model. GLō will be for more secondary markets and is breaking the suburban cookie-cutter hotel model offering a boutique product and experience.
Recently, Best Western has also announced its first “white-label” franchise concept– SureStay Hotel Group. SureStay will operate as a separate subsidiary while adding hotel owners into the company’s infrastructure and distribution channels. Under the SureStay, there will be three brands namely; SureStay Hotel (premium economy), SureStay Plus Hotel (lower midscale) and SureStay Signature Collection (midscale soft brand).
Speaking about the plans to bring the SureStay brand to India, Pohl said, “The potential in India is certainly limitless, as properties that want access to all of Best Western Hotels & Resorts’ benefits will have the opportunity to take advantage of this new franchise concept. SureStay hotels will have access to Best Western Hotels & Resorts’ preferred OTA commission rates, its scale and global distribution, desktop and mobile websites and 70 years of industry expertise.”
Best Western Hotels & Resorts now has seven brands with nearly 500 hotels in global pipeline and has over 4,100 hotels around the world.
