Best Western has launched its 11th brand – and newest soft brand – BW Signature Collection by Best Western.
The first two hotels to join BW Signature Collection by Best Western are Killington Mountain Lodge in Killington, Vermont and Brooklyn Way Hotel in Brooklyn, New York.
Hotels joining this new brand will be on boarded in a rapid ramp-up, with near immediate access to Best Western’s revenue management systems, tradeshow and sales support, marketing programmes, loyalty programme, global reservation system and more.
The company anticipates 100 hotels to be in the BW Signature Collection by Best Western pipeline by 2020. To qualify, properties must maintain a TripAdvisor score of at least 4.0 and meet other standards.
“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 programme and a robust reservation system,” said David Kong, president and CEO of Best Western Hotels & Resorts.
“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,” Kong added.
With this announcement, Best Western now offers soft brand options to hotel owners in most chain scale segments: upper economy and midscale (SureStay Collection by Best Western), upper midscale (BW Signature Collection by Best Western) and upscale and upper upscale (BW Premier Collection).