Best Western Hotels and Resorts is bringing its upscale BW Premier Collection brand to Asia, following the signing of the Bluphere Pattaya, a new eight-storey project in Na Jomtien in Thailand.

While the property will retain its existing branding, it will be managed by Best Western as part of the BW Premier Collection, notably bringing it into the Best Western Rewards loyalty programme. The resort is located approximately 100 metres from the beach near downtown Pattaya, about an hour’s drive from Bangkok. Some 195 apartment-style units are offered at the property.

According to Olivier Berrivin, Best Western’s managing director of international operations – Asia, the new property is “designed for guests who crave individuality, character and local charm”.

Launched in 2014, the BW Premier Collection comprises independent upscale hotels in destinations around the world, including the US, Canada, France, Italy, Sweden and the UK.

“Thailand’s tourism industry is in an extremely healthy position,” added Berrivin. “Simply looking at the numbers, Thailand welcomed a record 32.6 million international visitors and generated THB2.52 trillion (US$71.8 billion) in revenues in 2016, which exceeded the initial government targets set at the start of the year.”

Pattaya was the tenth most-visited Asian city last year, according to the 2016 Mastercard Asia Pacific Destinations Index.