Best Western's Hotel Brands, Explained
25.08.2023 - 13:18
/ skift.com
BWH Hotels — the official corporate name of the company long referred to as Best Western — is a global hotel business with about 4,700 hotels spread across 19 brands in more than 100 countries. It provides various services, including budget accommodation, boutique hotels, and extended stays.
Founded in the U.S. in 1946, BWH Hotels has become a group of brands headquartered in Phoenix, Arizona. The group mostly has a non-profit membership structure, though its SureStay brand family operates as a franchise.
In property count, BWH Hotels is smaller than some other well-known hotel groups, such as Marriott and Wyndham. But the group says it has the second-largest number of soft-branded hotels of any hotel group. That means it has more than 500 hotels with more flexible brand standards — where developers can provide custom experiences. One example is The Stratosphere (“The Strat”) on the Las Vegas Strip.
BWH Hotels is also developing branded residences, particularly in Asia Pacific. A recent one in Vietnam has 3,125 condominiums.
Extended Stay: @Home by Best Western, Executive Residency, SureStay Studio
Value: SureStay Hotels, SureStay Plus, SureStay Collection
Timeless: Best Western, Best Western Plus, Best Western Premier, GLo
Aspirational: WorldHotels Luxury, WorldHotels Elite, WorldHotels Distinctive, WorldHotels Crafted
Boutique: Vib, Sadie, Aiden
Collection: BW Premier Collection, BW Signature Collection
@Home Best Western
BWH Hotels Take: “@Home by Best Western is a mid-priced entry into the extended-stay segment for stays of typically 7- to 20-night stays. All units are studios with kitchens.”
Skift Take: Many hotel companies have strict standards for brands. BWH Hotels has given developers more flexibility with @Home by Best Western. If they want to. add meeting space or make the rooms roomier to fit queen beds, they can. What guests can expect consistently is no breakfast but there’s typically a place to buy some supplies. A fitness studio is standard. The group expects to have close to 100 in the works by the end of 2023.
Executive Residency by Best Western
BWH Hotels Take: “Executive Residency provides exceptional longer-term accommodations to satisfy the needs of one of the fastest growing segments in the hotel industry today.”
Skift Take: A step above what @Home by Best Western (above) offers, this brand debuted in 2016. One of the group’s smaller brands, Executive Residency has a handful of properties in the U.S. and Canada, one in the Netherlands, and one in Kenya. A developer in Australia has one under construction, with an aspiration to do about 15 in total using modular construction where a property can be built within about six months each.
SureStay Studio by Best Western
BWH