Best Western International NEW

Best Western International, the World's Biggest Hotel Family®, is using its commitment to providing superior customer care to distinguish the brand from its competition and make a personal connection with guests through its Stay With People Who Care(SM) campaign. Recognizing that Best Western's strength and point of differentiation is the independent spirit of its hoteliers and the uniqueness and diversity of Best Western hotels, the brand is showcasing its hotelier's ability and commitment to providing a personalized and caring guest experience to the more than 400,000 guests who stay with Best Western every day.

Working with its creative partner Gotham, Best Western conducted research to determine what is important to guests when selecting a hotel. While amenities such as free Wi-Fi and breakfast are important to consumers, customer care, personalized service and supporting local businesses were also cited as important factors in the decision making process.

"The Stay With People Who Care message is really about reminding people that hospitality is the essence of the Best Western brand," saidDorothy Dowling, senior vice president of sales and marketing. "In the mid-scale hotel market, offering amenities such as free Wi-Fi, breakfast and a gym are considered the price of doing business. But it is the personal connection that Best Western hoteliers have with their guests and their local communities that builds our guests trust and loyalty in the Best Western brand and sets us apart from the competition."

The Stay With People Who Care campaign launches in February and is supported with a comprehensive mix of advertising, sponsorships and social media strategies. InNorth America30 and 15 second television spots will air on cable networks including CNN, ESPN,USA, TBS, MLB Network, The Weather Channel, CBC News, National Geographic Channel and TNN. Digital advertising will run on travel sites and portals including Yahoo, Google, Amazon, Kayak, and TripAdvisor and sponsorships with organizations such as MLB Network will continue to keep the Stay With People Who Care campaign front and center with consumers.

In addition, Best Western is showcasing the personal stories and passionate people behind the brand through its release of the 2013 Indie Films series. These on-line, three-minute documentaries illustrate why the Stay With People Who Care message is at the core of the Best Western brand.

The 2013 Best Western Indie Films can be viewed at www.bestwestern.com/indiefilms and feature these hoteliers' personal stories:

  • Andre NadeauandDaniel Nadeau- BEST WESTERN PREMIER Hotel L'Aristocrate,Quebec City, Quebec, Canada
  • Raj Patel - BEST WESTERN PLUS Atlanta Airport,East Hapeville, Georgia
  • Vicki and Nick Massad- BEST WESTERN PLUS Westchase Mini-SuitesHouston, Texas
  • Linda R. Thurrott- BEST WESTERN PLUS Bainbridge Island Suites,Bainbridge Island, Washington

About BWH Hotel Group®

BWH Hotels is a leading, global hospitality enterprise comprised of three hotel companies, including WorldHotels™, Best Western® Hotels & Resorts and SureStay® Hotels. The global enterprise boasts approximately 4,300 hotels in over 100 countries and territories worldwide*. With 19 brands across every chain scale segment, from economy to luxury, BWH Hotels suits the needs of developers and guests in every market.

*Numbers are approximate, may fluctuate, and include hotels currently in the development pipeline.