Best Western is launching a new brand next year to capture business falling between its Best Western Premier luxury tier and the mid-scale Best Western.
"We cover everything, from business class to economy. We are starting a premium economy (brand)," explained Bangkok-based Glenn de Souza, Best Western International’s vice-president, international operations, Asia and the Middle East. "We can segment the market into three and give owners a choice."
Best Western Plus has already been announced in the US and Europe and promotions will start early next year. In Asia, it will be launched next March with an 80-room property in Bangkok.
"All products will be at a higher level in Asia (than in the US)," De Souza said. "We don’t over-promise, but what we promise, we deliver."
The luxury Premier will take up about 20 percent and the upscale Plus another 20 percent in the product mix meant for the region.
Launching the new brand follows the new standards set for Premier hotels in Asia in 2008, with all 40 hotels in Asia being revisited to offer all-day dining, spa facilities, one-stop concierge service, up-to-date audio-visual equipment, meeting rooms and business centre. Hotels in the Premier category are expected to complete upgrading in 2011.
Some Best Western hotels will also re-brand to the upscale Plus level, modernising rooms and offering room service, business facilities, spa and fitness centre.
All the Best Western brands will offer free internet connection in all rooms.
The company is also eager at new management contracts and projects. De Souza said he was looking at 40 to 50 new projects per month. On average, the hotel chain has been opening 15 to 20 hotels every year in Asia since 2002 and now has 166 hotels and resorts in 27 countries in this region.
In the first quarter of 2011, the company is planning to open five new hotels, including Best Western @ 20, Bangkok, Best Western 1918, Singapore, Best Western Premier F1 the Fort, Fort Bonifacio in The Philippines, Best Western Crown Pacific, Cox's Bazar in Bangladesh and Best Western Muscat in Oman.
In the fourth quarter of next year, three new hotels will open their doors, including Best Western Premier Sukhumvit, Bangkok, Best Western Premier Nha Trang in Vietnam and Best Western Mahbola in Kuwait.
For more, visit www.bestwestern.com
Andrea Zavadszky
