PUSH­ING BOUND­ARIES

U. S.-based hos­pi­tal­ity brand Best Western is poised for growth in the Asia-Pa­cific re­gion.

DestinAsian - - GOOD TO GO -

Best Western Ho­tels & Re­sorts is aim­ing to more than dou­ble its Asian in­ven­tory in the com­ing years, while in­creas­ing its cur­rent count of 40 ho­tels in eight coun­tries, with more than 5,000 rooms and suites, to a fig­ure of 8,000 rooms across 51 prop­er­ties. Much of this ex­pan­sion will be driven by Best Western’s new­est brand con­cepts, in­clud­ing Vīb and GLō, which are de­signed for younger, tech- savvy trav­el­ers, and the up­mar­ket BW Premier Col­lec­tion. Best Western has al­ready signed Vīb projects in sev­eral South­east Asian cities, in­clud­ing Bangkok, along­side the emerg­ing des­ti­na­tions of Vi­en­tiane and Yan­gon. The re­gion’s first- ever BW Premier Col­lec­tion ho­tel will take shape near the pop­u­lar Thai re­sort town of Pat­taya. Most re­cently, Best Western has un­veiled SureS­tay, its white- la­bel con­cept aimed at cap­tur­ing the huge mar­ket of un­branded ho­tels. This new fran­chise will of­fer trav­el­ers ex­cep­tional stays at af­ford­able prices with three tiers un­der its um­brella. At the pre­mium econ­omy level, SureS­tay ho­tels must main­tain a TripAd­vi­sor score of 3.5 or higher, while meet­ing Best Western’s brand stan­dards which in­clude wellap­pointed gue­strooms and high- speed in­ter­net ac­cess. SureS­tay Plus and SureS­tay Sig­na­ture Col­lec­tion cater to those look­ing for mid­scale and up­per- mid­scale prop­er­ties. In ad­di­tion to these new brands, the com­pany will en­large its port­fo­lio of mid­scale Best Western, up­per-mid­scale Best Western Plus and up­scale Best Western Premier ho­tels across the re­gion. Japan is a key area of de­vel­op­ment, with new Best Western prop­er­ties hav­ing opened re­cently in Tokyo and Ok­i­nawa, while the Best Western Plus brand is ex­pand­ing across the Philip­pines. In Malaysia, a pur­pose- built Best Western Premier ho­tel has made its de­but in the jun­gle- clad Gent­ing High­lands. Cam­bo­dia, Viet­nam, and Laos are also fo­cus coun­tries, and the com­pany is also plan­ning a re­turn to Sin­ga­pore. But per­haps the most sig­nif­i­cant ex­pan­sion is com­ing in Thai­land, where Best Western re­cently signed a land­mark deal for three ho­tels in the pop­u­lar des­ti­na­tions of Pat­taya and Hua Hin. For more in­for­ma­tion, visit best­west­er­na­sia. com

CAM­BO­DIA, VIET­NAM, AND LAOS ARE ALSO FO­CUS COUN­TRIES, AND BEST WESTERN IS ALSO PLAN­NING A RE­TURN TO SIN­GA­PORE.

Clock­wise from top: Pool­side at Phuket’s Best Western Pa­tong Beach; the coastal charms of Best Western Premier Bang­tao Beach Re­sort & Spa Phuket; Best Western Plus The Ivy­wall Ho­tel, in Puerto Princesa, the Philip­pines.

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