Best Western International is launching two new global hotel brands — Vib and BW Premier Collection.
Pronounced "vibe", Vib is a "technology-centric hotel concept" that has been designed for the urban market. Best Western described the brand as "cost-effective".
The hotel will focus on convenience with "grab and go" stations serving food and coffee 24/7, gaming pods, a round-the-clock fitness centres and media walls in the lobby offering information to guests. Rooms will have USB and power ports, smart TVs and LED mood lighting.
The BW Premier Collection is the group's first soft brand offering, with all properties maintaining a Trip Advisor rating of four or above and AAA/CAA rating of three diamond or above.
Hotels within the BW Premier Collection will not be part of the official Best Western membership, but they will be listed, and can be booked on the Best Western website.
Guests will be able to earn and redeem Best Western Rewards points at BW Premier Collection hotels.
David Kong, Best Western International's president & CEO, said: "We recognise that travellers' preferences are evolving and it's our job to keep up.
"The launch of Vib and the BW Premier Collection represents a major move by our brand to meet the growing and shifting needs of our customers and travellers in general.
"These two initiatives will allow us to reach a new customer base and developer audiences, while still maintaining the unmatched value and customer care that everyone has come to expect from Best Western."
Best Western already has nearly 400 properties in its global development pipeline, including more than 60 in Asia and the Middle East.
It currently operates three brands – midscale Best Western, upscale Best Western Plus and luxury Best Western Premier.
Tom Newcombe
