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Best Western International unveils two new brands

15 Oct 2014 by Clement Huang

Best Western International has launched two new hotel brands – Vib, a boutique hotel concept and BW Premier Collection, a soft brand.

The aim of this diversification is to meet the growing demands for new hospitality offerings in urban and primary markets.

Vib, short for “vibrant”, is described as a technology-centric hotel concept that specifically caters to the modern traveller. This will include facilities such as ample USB and power ports for electronic devices, a media wall in the lobby, smart TVs and LED mood lighting.

Designed for urban markets, Vib offers a high-density concept that will be cost effective to manage, thus making it an attractive proposition for owners and developers. At the same time, each property will incorporate the local flavour of their individual markets, and deliver comfortable and chic guest rooms.

Meanwhile, the soft brand will be known as the BW Premier Collection – consisting of high-quality hotels in primary markets. The term “high-quality” is not used lightly here as these properties have to maintain a TripAdvisor rating of four or above, and AAA/CAA rating of three Diamonds or higher.

Although not part of the official Best Western membership, the properties will be listed on the group’s website. More significantly, guests staying at these hotels will be able to earn and redeem Best Western Reward points accordingly.

“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,” said David Kong, Best Western president and chief executive.

For more information, visit bestwestern.com

Clement Huang

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