THE PIPELINE : BEST WESTERN INTERNATIONAL
BWI ’ S
Best Western ’ s three brands
TIERS have helped refine its development strategy . Here are details about each of the descriptors :
Best Western : A midscale offering with free Wi-Fi , free local calls under 30 minutes and free Internet access on a public computer . Many also offer free parking and breakfast . U . S . “ oil-shell ” areas and parts of Florida and the Southeast will be the main destination . In Europe ,
States for a decade , North American locations have been restricted to the core Best Western brand . The three new “ descriptors ” — midscale Best Western , upper-midscale Best Western Plus and upscale Best Western Premier — now apply worldwide .
That is getting buy-in . For example , Cincinnati ’ s Best Western Premier Mariemont Inn recently upgraded and has experienced what Williams calls
Germany and Russia remain hot areas . In Asia , Vietnam and Cambodia will be prime targets . The Middle East is also a focus .
Best Western Plus : These upper-midscale properties offer upgraded furnishings and amenities . The brand will go into many of the same U . S . areas as the core brand . European Plus hotels will focus on primary and secondary markets . Asian properties will be in citycenter locations in mature markets like Singapore ,
Best Western Vega Hotel & Convention Centre in Moscow
Thailand , Malaysia , the Philippines , Saudi Arabia , Dubai and Oman .
Best Western Premier : A full-service , upscale offering with deluxe amenities , premium linens and towels and , usually , LCD or plasma TVs . The descriptor will be used in U . S . gateways and some resorts in Canada and the Caribbean . European properties will be smaller , city-center , boutique hotels . In Asia , Premier will focus on city-center and resort destinations .
“ zero rate resistance .” Premier could be key for Best Western as it expands in areas that can support both a higherend and midscale presence , he adds .
Brand segmentation comes at a critical time for Best Western , especially in Asia and Eastern Europe , where an underserved midscale market offers opportunities for growing the Best Western brand . “ Best Western hotels are a perfect fit in Asia and the Middle
East where the market trend is about receiving value . Visitors to destinations like Vietnam and Cambodia are looking for reasonable prices ,” de Souza says .
The Middle East is another hotspot for limited-service brands . In Europe , particularly in Russia , the core Best Western brand allows the company to go after large-scale projects such as the 966-room Best Western Vega Hotel & Convention Centre in Moscow . In North America , what Williams calls “ oil shell areas ” that are ripe for conversion constitute a major opportunity . The limited-service Plus descriptor will go into similar markets worldwide , differentiated by higher-quality features . Plus has brand standards that allow it to fit into several destinations depending on the region . In Eastern Europe and South America , the Plus tier could be increasingly applied to larger conference properties , according to Suzi Macdonald Yoder , vice president , international operations , Best Western International .
In North America , the tier will be a driver in gateways as well . Plus has already enabled Best Western to sign its first New York City property in midtown Manhattan . “ It ’ s a question of being able to move where the capital is ,” Williams says . “ There is a lot of development activity in New York .”
For the highest tier , Premier , the strategy varies by region . In the United States , this could be the key to unlocking major gateways . In Canada , gateways are on the radar , but current interest is focused on locations where there is demand outside the city center , such as Rivière-du-Loup in Quebec . Outside North America , this descriptor could tap into a new market of boutique-sized hotels in city center locations , Yoder says .
All this points to a tightly focused development strategy resonating with owners and investors . “ Getting new construction deals completed — especially during the past couple of years — is an indication Best Western is doing something right ,” says Hans Detlefsen , managing director , HVS Chicago .
44 HOTELS April 2012 www . hotelsmag . com