Best Western has relaunched its “urban, upscale boutique brand” Vib, with a new prototype property opening in Tempe, Arizona.
The group originally launched the brand in 2015, but to date there are just four properties open in Bangkok, Antalya, Springfield and now Tempe in Arizona, with a fifth hotel soon to be unveiled in Denver.
The Tempe property features a new prototype for the brand, with “a modern lobby designed for collaborating with peers”, a lobster restaurant, rooftop lounge and lobby bar.
Ron Pohl, Best Western’s senior vice president and chief operations officer said that the new prototype was “designed for urban and dense suburban areas, delivering the upscale vibrance and modern amenities that today’s younger and more remote workforce are seeking – such as unique food and beverage offerings in every hotel”.
Best Western said that the brand “has garnered significant interest among developers who appreciate Vib’s new, bold product offering”, with ten properties in the global pipeline in destinations including Cape Town and Crete.
In 2018 Best Western launched two other boutique brands under the names Aiden and Sadie.
In early 2020 the group announced plans for a 105-room property under the Sadie brand in Luton – the hotel had been due to open that summer but Business Traveller is not aware of any updates regarding this hotel. Indeed at present only one forthcoming property is listed under the Sadie section of the Best Western website, located in Tampa.
Aiden has fared slightly better, with hotels listed in locations including Austin, Sydney, Clermont-Ferrand in France and Castiglione Delle Stiviere in Italy.
Commening on the Vib relaunch Brad LeBlanc, senior vice president and chief development officer, said:
“Vib not only appeals to the modern traveller with a truly engaging stay experience, but it also presents a tremendous investment opportunity for developers.
“To ensure developers are able to capitalize this exciting new prototype, we are excited to offer financial incentives associated with opportunities that line up the right market and the right operator.”
