PHOENIX—Best Western Hotels & Resorts marked the arrival of its new GLō brand with a triple groundbreaking event during simultaneous festivities in Nashville, TN; Goshen, IN; and Sheboygan Falls, WI.
GLō is the company’s new construction boutique hotel brand designed for savvy travelers who expect the best in value, design and comfort, according to the company.
At the groundbreaking events were David Kong, president and CEO, Best Western Hotels & Resorts; Ron Pohl, SVP, brand management; Dorothy Dowling, CMO; Michael Morton, VP of owner relations; and Amy Hulbert, managing director, design.
“This is an exciting day for Best Western Hotels & Resorts,” said Kong. “With the demand to build a hotel product that is fresh, chic and contemporary, we see tremendous opportunity for GLō to change the development landscape in the midscale segment. We couldn’t be more thrilled to bring GLō to Nashville, Goshen and Sheboygan Falls and look forward to seeing these properties, and future GLō properties thrive.”
Unveiled in October 2015, GLō is breaking the suburban cookie-cutter hotel mold offering a boutique product and experience, according to the company. Features will include a new arrival experience; streamlined, contemporary guestrooms; cost-effective materials; new architecture and design; space-saving furnishings and the strategic use of unique LED lighting.
“When we reimagined our brand identity and set out to broaden our appeal with a contemporary, energetic and relevant look, we knew the future would be an exciting one for Best Western,” said Pohl. “GLō is a major piece of our brand-refresh initiative and we believe it is an equally refreshing, upbeat boutique hotel alternative for travelers seeking the ultimate combination of style, design, experience and value.”
Upon completion, each GLō will feature a lobby that flows into an integrated breakfast area that includes concealable displays. Properties will offer state-of-the-art fitness centers, adaptable smart technology and modern guestrooms featuring nontraditional center-loaded bathrooms, creating added space. Lighting elements will be seen throughout, combining function and form.
Best Western Hotels & Resorts’ goal is to have more than 50 GLō hotels in the development pipeline over the next three to five years and expand the brand internationally.