Best Western jubilant about year-old white label brand

SureStay now in three countries, including Thailand

A year since the launch of its new franchise model, SureStay Hotel Group, Best Western Hotels & Resorts says the brand has eclipsed 33 properties worldwide with a robust pipeline of 44 additional hotels.

Comprising three distinctive brands – SureStay Hotel by Best Western (classic economy), SureStay Plus Hotel by Best Western (premium economy) and SureStay CollectionSM by Best Western (lower-midscale soft brand) – SureStay provides a migration path to hoteliers who are committed to delivering trust when it comes to quality of guest experience, but wish to avoid the high costs that can come with a redesign programme.

SureStay now in three countries, including Thailand

According to Best Western, SureStay’s benefits have attracted economy hotels from around the world, with the majority of applicants migrating to the brand as a means of repositioning and strengthening their hotels, often as a result of new ownership or major renovations. Best Western conversions also make up a portion of the applicants.

David Kong, president and CEO of Best Western Hotels & Resorts, said: “SureStay was launched to take the leadership position in the economy segment; and with the growing momentum the brand is experiencing, it is evident SureStay’s future is bright.”

Ron Pohl, senior vice president and COO for Best Western Hotels & Resorts said SureStay is already in 20 states and three countries one year onwards from its launch.

The SureStay Plus Hotel by Best Western Sukhumvit 2 opened earlier this month, in the heart of downtown Bangkok. The brand has also taken off in Sweden, with seven properties already active, and another four in the pipeline.

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