Best Western international plans to completely revamp branding with a new name, logo design and the launch of a new brand.
Details were revealed at its annual convention yesterday in Hawaii, with a proposed name change to Best Western Hotels & Resorts.
The rebranding will see new logos for the main group and each of its brands – Best Western, Best Western Plus, Best Western Plus Executive Residency, Best Western Premier, Vib, BW Premier Collection.
Adding to that list is GLo, a new boutique midscale brand concept, which will feature smaller rooms with unique furniture and vibrant colors, Kong said.
"Changing to a new logo as you can imagine is a daunting challenge," said CEO David Kong.
"People don’t like to part with what is familiar. I expect there will be some customers who say ‘why did you do it,’ or ‘I don’t like it.’"
The current blue and yellow logo was established in 1993.
"Things have changed dramatically in those 22 years and the quality of our product has changed dramatically," Kong said, citing the more contemporary design.
Hotel owners will vote on the logo changes in the next two months.
Best Western’s North American portfolio is currently undergoing a major $2 billion refurbishment program which is expected to be completed by 2017.
