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