If you plan to stay at IHG hotels before the end of the year, you'll be happy to know that IHG One Rewards is currently offering a lucrative bonus points promotion.
24.09.2023 - 12:01 / forbes.com
As a brand, the name Best Western is not new to the American public. Following the acquisition of WorldHotels in 2019 and a company name change to BWH Hotels, the hospitality behemoth, which dates back to 1946, has its sights set on an impressive growth strategy.
The iconic hospitality giant made a name for itself in the economy and mid-scale sectors, but today’s BWH Hotels is a far cry from where it started. It has 19 brands in a variety of price points from upper economy to extended stay to luxury.
With the independently owned company enjoying record profits and exponential global growth while giving its owners greater flexibility than most other hospitality agreements, there is renewed energy amongst its hoteliers to define its brands and shake off old perceptions. Here are seven things you probably didn’t know about Best Western and how the brand is evolving.
When Best Western Hotel Group president and CEO Larry Cuculic took the helm in late 2021, he was laser-focused on building a strong employee culture (its employee net promoter score continues to grow) and expanding the footprint and reputation of, what is now, 19 brands. This is especially true in the soft brand category, which has been a growth target for BWH Hotels. These are hotels that have independent names, but belong to a global brand. In fact, Best Western is now the world’s second largest when it comes to soft brand properties.
Overall, the company has more than 4,300 hotels in over 100 countries, and its plans for international growth are only just beginning. Company executives say that developers have conserved cash over the past few years and with interest rates lower, 2025 could represent one of the biggest development cycles for property growth.
Many may know Best Western from its namesake brand, which operates in the mid-scale space, but it has segmented it even further with names like Best Western Plus and Best Western Premier. The latter two operate more upscale properties better positioning themselves to capture business travelers and more discerning leisure guests.
The diversity of the portfolio is quite broad with SureStay Hotels (part of a separate company division) anchoring the upper economy segment as well as with upper economy and midscale hotels. Then there are soft brands like BW Premier Collection and BW Signature Collection for “upper upscale hotels.” Most recently, the company launched @Home by Best Western, which joins Executive Residency and SureStay Studio to capture the tremendous demand and $18 billion industry potential of extended stay brands.
According to Joelle Park, the newly appointed senior vice president and chief marketing officer, even she was surprised at the number of brands in the company’s
If you plan to stay at IHG hotels before the end of the year, you'll be happy to know that IHG One Rewards is currently offering a lucrative bonus points promotion.
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