
SINCE launching its two new brands Vib and Glo in Asia recently, Best Western Hotels & Resorts has signed up three Vib hotels in urban locations in Yangon, Vientiane and Seoul, and is confident of prospects for Glo in many suburban spots throughout the region.
Both managing director, international operations-Asia, Olivier Berrivin, and regional director, revenue & marketing Paul Suvodip, said while growth was important, it was critical at this stage to ensure that properties signed up would accurately reflect the values of the new brands.
“For instance, we’re looking only at new-builds for Vib. The specs for Vib strongly focus on (enabling guest) networking in public areas, for one, and it is a challenge in Asia to find old properties that suit the specs. Their rooms are either too small or too big, whereas Vib’s room size ideally is 20-22m2,” said Berrivin.
The first Vib to operate in Asia will be in Gangnam, Seoul, which is expected to open in 2017, followed by the Yangon and Vientiane properties. Other locations which are being explored in South-east Asia are Bangkok and Singapore. “We’re confident there will be at least one Vib in most of the major cities in Asia,” said Berrivin.
Suvodip added there was no confusion among owners over the two brands since their launch. While Vib (“for vibrance”) is the chain’s answer to the so-called ‘lifestyle’ brand of global hotel chains targeting millennials with chic design, social lobby area, grab-and-go snack station, a zen zone for relaxation, technology and location in downtown, Glo is “the new-generation Best Western hotel ”, offering its original tenet of great value and comfort but in a reinvented hip, boutique environment. Unlike Vib, its path to growth mirrors that of a Best Western hotel, i.e., in secondary locations, suburban areas and near highways.
“This is why it is called Glo. LED lighting (on the side of the building) symbolises a beacon for travellers,” said Suvodip.
Unlike Vib, Glo has additional facilities like a hot kitchen. It also has a cost-effective innovation: the floor plan is designed such that the adjacent guest room baths are centre-loaded, saving about 3.7-4.6m2 in construction costs. “In the US, the cost of construction is only US$65,000 per room,” said Berrivin. “North America has showna lot of interest; it has had a long history with us with roadside motels and takes to the Glo concept easily.”
Asked if Glo would then cannibalise Best Western itself, Suvodip said there was room to grow both, particularly as Glo tends to be smaller. “Accor has 20 brands, Wyndham 18, we only have seven. There’s a huge space for development,” said Suvodip.