Best Western Successful Brands Vib and BW Premier Collection
Bangkok (Thailand) – September 22, 2015 (travelindex.com) – Best Western International is very successful in Asia with its recently launched new global hotel products, Vib (as in vibrant) an urban boutique hotel concept and the BW Premier Collection, a soft brand targeting upscale and luxury independent hotels. After unveiling the new offerings at the International Hotel Investment Forum (IHIF) in Berlin for international developers and investors to see and learn about the brand’s global development strategy for these two new hotel products.
The Vib concept re-imagines the Best Western hotel experience for today’s traveler who is seeking: innovation, technology and style with an authentic, local flavor offered at a great value. Style and Value is the vision of Vib and something that Best Western can deliver like no other global hotel chain.
“We believe that the stylish design of Vib combined with the concepts business model and low cost to build will be very appealing to developers and investors throughout Asia. In fact we are delighted to announce that we have signed a deal for the first Vib to be developed in South Korea,” said Best Western International President & CEO David Kong.
The first Vib signed to be developed is a 148room new construction project in Seoul, South Korea. “The Vib project we are developing is in the heart of the central business district of Gangnam, Seoul and is expected to break ground in the next six months. We believe the central business districts high density and energy is the perfect fit for Vib,” said Best Western South Korea President John Choi.
Best Western is also launching BW Premier Collection, its new soft brand. “The BW Premier Collection offers a compelling proposition to independent hoteliers who want to lessen their reliance on online travel agencies without a long-term commitment. We think the unique pay-for-performance fee structure of the BW Premier Collection will be very attractive to independent hoteliers,” noted Kong.
In addition to developing the Vib and BW Premier Collection brands, the company is focused on continuing to enhance the quality of its hotels globally and maintaining a strong development pipeline for the BEST WESTERN®, BEST WESTERN PLUS® and BEST WESTERN PREMIER® brands. Currently Best Western’s international pipeline has 290 projects in development. Highlights include:
• The pipeline in the Asia-Pacific region is comprised of 90 percent new construction projects with 35 percent either BEST WESTERN PLUS or BEST WESTERN PREMIER projects.
• There are nearly 50 projects in India, China, and Indonesia; virtually all are new construction.
• Countries forming the ASEAN Economic Community (AEC) have a combined 37 projects representing 6110 rooms in the pipeline.
• Vib development opportunities are currently being considered in Bangkok, Thailand, Sarawak and Shah Alam, Malaysia and Ortigas, Philippines.
• Best Western continues to expand in emerging travel markets, with recent openings in Sri Lanka, Bhutan and Mandalay.
Best Western’s portfolio of six hotel products offers development opportunities spanning the midscale to upper upscale segments:
BEST WESTERN PREMIER: The Company’s upscale hotel offering earns an average daily rate (ADR) of $134*. Since 2011 the portfolio of BEST WESTERN PREMIER branded hotels has grown to almost 150 worldwide.
BW Premier Collection: Best Western’s new soft brand consists of independent upscale and luxury hotels in destination and major markets. The unique pay-for-performance fee structures means hoteliers only pay fees for business earned through Best Western channels.
BEST WESTERN PLUS: Since introducing the upper midscale PLUS descriptor in 2011, the global footprint of BEST WESTERN PLUS hotels has grown to more than 1,000. With an ADR of $105* BEST WESTERN PLUS provides an excellent return on investment (ROI).
BEST WESTERN PLUS EXECUTIVE RESIDENCY: This upper midscale extended stay hotel is designed to generate a superior ROI. In the steadily growing extended stay segment, the average occupancy rate is 75 percent and ADR is up seven percent.
Vib: Best Western’s new chic, hip boutique concept is designed to combine value and style for today’s traveler and is unique to the midscale segment. Development strategy, for this boutique concept, is focused on major markets.
BEST WESTERN: With a global footprint of more than 2,700 hotels and an ADR of $90* BEST WESTERN outperforms the competition in the midscale segment in most countries.
For more information on development opportunities in Asia with Best Western please visit bestwesterndevelopers.com.
About BEST WESTERN INTERNATIONAL
Best Western International is ‘THE WORLD’S LARGEST HOTEL CHAIN®’, comprising more than 4,000* independently owned and operated hotels in 100* countries and territories worldwide. Offering three distinct brand levels – midscale BEST WESTERN, upscale BEST WESTERN PLUS and luxury BEST WESTERN PREMIER – the company is able to cater for the needs of any business or leisure traveler. Best Western first launched in Asia & the Middle East in 2001 and now covers 27* countries in the region. For hotel owners, Best Western offers a broad range of operational support, including sales, marketing and distribution, with online, mobile and social media booking capabilities. The award-winning Best Western Rewards® guest loyalty program also has 15 million members. For more information or to make a reservation, please visit www.bestwesternasia.com. *Numbers are approximate and can fluctuate.
Marketing & Communications
Best Western International – Asia & Middle East
Tel: +66 2 656 1260
First published at TravelCommunication.net