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This latest launch (which is the company’s 11th brand in total) follows the premiere of two other “soft brands:” SureStay Collection and BW Premier Collection.
According to WBIR, SureStay Collection by Best Western represents “upper economy and midscale brands” and the BW Premier Collection encompasses “upper upscale hotels.” A press release from Best Western describes the BW Signature Collection as “upper midscale.”
“Most of the interest in new hotel construction is in the upscale and upper midscale segment,” Best Western CEO David Kong said recently to USA TODAY. “It’s a segment that has a lot of potential for us as a soft brand.”
Vermont’s Killington Mountain Lodge and New York’s Brooklyn Way Hotel are said to be the first to team up with the BW Signature Collection. The hotels get to take advantage of Best Western’s loyalty program, reservations, and marketing tactics, all driving more sales to their individual properties. Since the hotels will have full access to the Best Western Rewards program, guests should be able to earn and redeem points for their stays. We’ve reached out to the chain for confirmation, but have yet to hear back.
“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,” Kong states on the company’s official website. “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.”
For over 65 years, Best Western has offered only one brand to its customers. It has now grown into several brands that target a wider audience. It doesn’t look like it’s stopping this expansion anytime soon, either.
Featured image courtesy of the Killington Mountain Lodge’s website.
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