Best Western Descriptor Rollout Well Underway
Marketing Communications Strategy On Track For 2011 Consumer Launch
HOUSTON | Best Western International announced today that its hotels across North America have accepted their Best Western, Best Western Plus™ and Best Western Premier® descriptors and are updating signage, with the chain on schedule for its planned February, 2011 consumer launch of its landmark descriptors program.
Best Western's three-descriptor strategy, which the Membership approved in April, 2010, is based on design and amenities offered at the chain's 2,200-plus properties in North America.
Best Western hotels will be most similar in experience to AAA-rated two-diamond hotels and offer guests exceptional value without the cookie-cutter hotel experience.
Best Western Plus hotels will be most similar in experience to three-diamond properties, and offer a more upscale experience, featuring contemporary furnishings and high quality bedding and bath towels, a 32-inch flat screen television and abundant amenities.
Best Western Premier hotels, similar in experience to three-plus diamond rated hotels, will offer guests real luxury at the right price, with all furnishings, fixtures, amenities and facilities of the highest quality in the upper-midscale category. Amenities include a 42-inch, high definition, flat-screen television and onsite dining, and many Best Western Premiers will accommodate large group events.
"Our new descriptors will better help corporate travel managers find the right Best Western hotels for their customers," said Best Western International President and CEO David Kong. "Introducing these descriptors is a win for guests, our partners and clients, and for our Membership."
By February, 2011, Best Western anticipates there will be 700 to 800 Best Western Plus hotels and 1,300 to 1,400 Best Western hotels, as well as a dozen or so Best Western Premier hotels. The brand boasts approximately 100 Best Western Premier properties in Europe and Asia.
Best Western's Member hoteliers have already received their designation letters and many now are making upgrades to their properties and installing new signage based on their descriptor.
The February 2011 descriptors launch will include updated property information available on BestWestern.com, in conjunction with a new advertising campaign.
*Numbers are approximate and can fluctuate.
ORGANIZATION
Best Western International, Inc.
www.bestwestern.com
6201 N. 24th Parkway
USA
- Phoenix, AZ 85016
Phone: 602.957.4200
Fax: 602.957.5641
Troy Rutman
Director, External Communications
Phone: 602.957.5668
Fax: 602.957.5641
Email: Troy.rutman@bestwestern.com