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Best Western unveils another new soft brand
Best Western Hotels & Resorts has unveiled another soft brand – its 11th brand in all.
The BW Signature Collection by Best Western will target the upper-midscale segment and announced its first two properties.
Killington Mountain Lodge in Killington, VT., and Brooklyn Way Hotel in Brooklyn will join the brand and the company envisages up to 100 hotels for the BW Signature Collection pipeline by 2020.
"No one is offering a soft brand in the upper-midscale segment right now, so by diversifying our offerings in the space, it is clearly an opportunity for us to capture market share and achieve scale," said Best Western CEO David Kong.
"An increasing number of hotels in North America and overseas are going independent because they want flexibility and freedom from brand requirements, but they are also looking for an alternate source of business, a loyalty program and a robust reservation system."
The company also operates other soft brands including BW Premier Collection and the SureStay Collection.
Independent hotels considered for BW Signature Collection will have to meet stringent standards such as a minimum score of 4 on TripAdvisor along with other criteria.
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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