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Makar ’ s Mark 14
the eDIt By sIx senses 16
DestInatIon MargarItavIlle 18
kaMp CreatIon 18
DIsruptors 20
Aggressive Best Western refreshes its look , adds another lifestyle brand in plans to reach 2,500 hotels in North America .
Best Western in September at its annual convention unveiled a comprehensive brand refresh , a new midscale brand and plans for a new website , mobile site and app .
With the conference theme , “ Best Western is there ,” company President and CEO David Kong told the 1,970 hotel representatives in attendance , “ Our convention theme speaks to our global presence . The theme also conveys a promise – a promise not just from one member to another , but a promise from all of us to our guests . From the day our brand was founded , we have set high standards in cleanliness and upkeep , to be a gracious host and to treat our guests like family . Given all the improvements we have made , we can now take our promise a step further .”
Brand refresh , new look As part of the brand refresh and as the company approaches its 70th anniversary next year , Best Western International is being renamed Best Western Hotels & Resorts . To support the new name , Best Western has launched a new master logo and new logos for Best Western , Best Western Plus and Best Western Premier , which took about two years to develop . The rebranding emphasizes the brand ’ s initials , “ BW ,” and will be used across all communication channels
“ It was like a comfortable pair of jeans ,” says Kong about the former logo .
12 HOTELS November 2015 www . hotelsmag . com