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SureStay Hotel Group Surpasses 100 Hotels in North America

PHOENIX—Best Western Hotels & Resorts’ SureStay Hotel Group franchise now has more than 100 hotels in its North American portfolio. This milestone underscores the brand’s fast growth, opening 189 properties worldwide in less than two years since its launch, according to the brand.

Best Western Rewards revenue contribution for North American SureStay Hotel by Best Western and SureStay Plus Hotel by Best Western-branded properties is at 36.1% currently; Best Western’s reservations system, LYNX, has delivered 40.2% of bookings; and total brand contribution is 62.3% YTD (through February 2018).

“SureStay Hotel Group is one of fastest growing brands in the industry, and it has been remarkable to see the scale we’ve achieved in less than two years since launching,” said David Kong, president & CEO for Best Western Hotels & Resorts. “Surpassing 100 hotels in North America is an impressive milestone for the brand, and we look forward to continuing this fast-paced momentum well into the future.”

The majority of SureStay Hotel Group applicants are seeking to reposition and strengthen their existing hotel assets. Best Western conversions also comprise a large portion of SureStay Hotel Group properties. There are three distinctive brands: SureStay Hotel by Best Western (classic economy); SureStay Plus Hotel by Best Western (premium economy); and SureStay Collection by Best Western (lower-midscale soft brand).

The brand attributes SureStay Hotel Group’s success to its competitive fee structure and Best Western’s loyalty program. The brand provides an easy path to hoteliers who are committed to providing a superior guest experience but wish to avoid the high investment costs mandated by most brand standards, according to the company.

“Today’s Best Western is committed to creating innovative, market-leading brands for the hospitality industry, and it’s clear that we’ve done exactly that with the SureStay Hotel Group,” said Ron Pohl, SVP and COO for Best Western Hotels & Resorts. “We carefully designed SureStay brands to offer flexibility to developers, drive business to hotels, and provide superior value and comfort to customers. We’re proud to see these results come to fruition at over 100 hotels in North America and nearly 200 hotels worldwide.”

Properties must maintain a minimum 3.5 TripAdvisor rating, agree to a satisfaction guarantee and unannounced inspections. The brand’s focus is to: create consumer relevance and confidence through unprecedented quality and care; and produce developer value by offering fair franchise terms, a competitive fee model, best-in-class support and a connection to Best Western’s expansive scale.

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