PHOENIX—Best Western Hotels & Resorts (BWHR) has broadened its appeal to travelers and developers with a refreshed and expanded portfolio of hotel options. Through expansion, new launches and acquisitions, today’s BWHR is a global hospitality powerhouse with 16 distinctive brands across every chain scale segment.
Prior to expanding its portfolio to reach every market segment, BWHR focused on refreshing its core brands of more than 2,000 properties including Best Western, Best Western Plus and Best Western Premier hotels in North America. In 2015, hotel owners committed to investing $2 billion in property improvements and renovations, revealing a suite of revitalized properties across the country.
“The needs and preferences of today’s travelers and developers are constantly evolving, and at BWHR, we are committed to keeping pace,” said David Kong, president/CEO of BWHR. “It was important to ensure we have a quality foundation with our core Best Western brands before expanding our portfolio. With this groundwork in place, we were able to take the next step in our journey of transformation, broadening our portfolio and providing even more travel options.”
With a strong foundation in place, BWHR began expanding its portfolio with the launch of four new boutique brands: Vib, Glo, Aiden and Sadie. These additions played a critical role in modernizing the BWHR brand and expanding its reach from economy to upscale with unique boutique offerings, according to the company. Vib and Glo offer guests a fresh experience with state-of-the-art technology and designs, providing a modern escape with hotels in key destinations such as Antalya, Turkey; Brooklyn, NY; and Ottawa, Canada. The design of Aiden and Sadie invites the creative traveler and mobile worker to indulge in a one-of-a-kind boutique experience that reflects the pulse of its neighborhood, according to the company. Travelers can enjoy the reimagined travel experience of Aiden and Sadie across the globe in Austin, TX; Seoul, South Korea; and Paris.
“The growth of our boutique brands has been remarkable,” added Brad LeBlanc, SVP and chief development officer of BWHR. “Each brand is truly unique, providing guests with a variety of contemporary travel experiences while also addressing the needs of today’s developers. From the energizing pulse of Vib in metropolitan areas, to the bold and playful personality of Aiden in secondary markets, we have a hotel option for every traveler and developer.”
Another critical step in the company’s expansion was the acquisition of WorldHotels, a collection of approximately 300 hotels and resorts in premier destinations around the world. The February 2019 acquisition played a critical role in enhancing BWHR’s portfolio of offerings to include the upper-upscale and luxury segments.
Rounding out BWHR’s portfolio are the company’s upper-midscale, extended-stay and premium economy options: Executive Residency and SureStay Hotel Group. Executive Residency offers a solid longer-term stay experience with studios and suites. SureStay Hotel Group launched in late 2016 and is already celebrating more than 260 properties globally, making it one of the fastest growing brands in the hotel industry today, according to the company.
“I am proud of our wide-reaching portfolio,” added Kong. “With 16 distinctive brands across every chain scale segment, I am confident that our flexible and modern hotel solutions will continue to exceed guest and developer expectations in markets across the globe.”