PHOENIX—Best Western Hotels & Resorts’ new white label franchise model, SureStay Hotel Group, has received approval for 30 hotels in North America and one in Bangkok, and is projecting to open 100 hotels by the end of 2017. Under the SureStay umbrella, there are three distinctive brands—SureStay, SureStay Plus and SureStay Signature Collection.
Launched in late 2016, SureStay Hotel Group operates as a separate subsidiary while plugging hotel owners into Best Western’s infrastructure and distribution channels. The white label approach allows Best Western to leverage its existing framework to create a new revenue stream and tap into the opportunities in the economy space without compromising the company’s established position in its current markets, according to the brand.
“We are thrilled with the enthusiastic response we are receiving from hoteliers interested in opening a SureStay hotel,” said David Kong, president and CEO for Best Western Hotels & Resorts. “The introduction of SureStay has not only brought an innovative solution to franchisees in the economy and midscale segments, but with Best Western as its backbone and driving force, SureStay will play an integral role in shaping the future of hospitality.”