Executive Summary | While enforcement of brand standards is a challenge for hotel companies that do not own and operate their properties, Best Western International (BWI) has a particularly distinctive situation in that it is a not-for-profit membership organization. As such, brand standards or potential upgrades must be approved by vote of the membership. The diverse nature of its member properties presented an opportunity and a challenge when BWI's leadership sought to establish a consistent brand. To achieve this goal, BWI commissioned an extensive research initiative on consumer expectations.

The study featured a five-phase approach that included consumer conjoint analysis to determine the theoretical financial return on investments and break-even analyses for selected amenities and features. The analyses both allowed the brand's leaders to select upgrades with the greatest potential return and also helped create the business case for making the upgrades to Best Western's membership. The study, which began in North America, resulted in member approvals of bedding upgrades and breakfast standards, as well as several other branding initiatives. Best Western subsequently extended the research internationally. Finally, this research served as the basis for the development, approval, and launch of the Best Western Plus and Best Western Premier descriptors, as well as a relaunch of the venerable Best Western® brand.

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Using Research to Determine the ROI of Product Enhancements: A Best Western Case Study By:Rick Garlick Ph.D. and Joyce Schlentner

Peter Glanville
Electronic Communications Specialist
CHR

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