Best Western’s SureStay has “robust pipeline”

New brand franchise to notch up 100 hotels in 2017
Best Western Hotels & Resorts says its “revolutionary new ‘white label’ franchise model” SureStay Hotel Group is gaining “notable momentum” and a “robust pipeline” just a few months after being introduced into the marketplace.
The brand has signed up for 30 hotels in North America and one in Bangkok and anticipates the opening of 100 hotels by the end of this year. The brand is looking at openings globally, including in Europe.
The introduction of SureStay has “not only brought an innovative solution to franchisees in the economy and midscale segments,” David Kong, president and chief executive of Best Western Hotels & Resorts, declared, “but with Best Western as its backbone and driving force, SureStay will play an integral role in shaping the future of hospitality”.
SureStay Hotel Group operates as a separate subsidiary while plugging hotel owners into Best Western’s infrastructure and distribution channels. There are three brands under the SureStay umbrella, including SureStay, SureStay Plus and SureStay Signature Collection.
The white label approach allows Best Western to leverage its existing framework to create a new revenue stream, linking it to opportunities in the economy segment without compromising the company’s position in its current markets.


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