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 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.
ABOUT BEST WESTERN INTERNATIONAL, INC. | Best Western International, Inc. is THE WORLD'S LARGEST HOTEL CHAIN®, providing marketing, reservations and operational support to over 4,000* independently owned and operated Best Western, Best Western PlusTM and Best Western Premier® hotels in 80* countries and territories worldwide. An industry pioneer since 1946, Best Western has grown into an iconic brand that hosts 400,000* worldwide guests each night. Equally committed to the business and leisure traveler, Best Western recently embarked on a mission to lead the hotel industry in customer care. World Vision is the charity of choice for Best Western in building the world's largest family, with our hotels and staff sponsoring children in need around the globe. Our partnerships with AAA/CAA, Michael Waltrip RacingTM and Harley-Davidson® help guests make the most of every trip. For the fastest way to a free night globally, join Best Western Rewards®. For more information or to make a reservation, please visit www.bestwestern.com.
*Numbers are approximate and can fluctuate.
Director, External Communications