Hotels in new brand must be high on TripAdvisor

best western, business, branding, marketing, hotel, soft brand, upper midscale, killington, Vermont, lodge, brooklyn

Best Western launches new upper midscale soft brand
Best Western has launched its 11th brand, its newest soft brand, BW Signature Collection by Best Western.
The first two hotels to join it are the Killington Mountain Lodge in Vermont and the Brooklyn Way Hotel in New York.
These and other hotels joining the brand will be on-boarded in a rapid ramp-up, the company says, with near-immediate access to Best Western’s revenue management systems, tradeshow and sales support, marketing and loyalty programmes and global reservation system.
The company anticipates 100 hotels to be in the brand’s pipeline by 2020. To qualify, properties must maintain a TripAdvisor score of at least 4.0, among other standards.
“An increasing number of hotels in North America and overseas are going independent because they want flexibility and freedom from brand requirements, but they are also looking for an alternate source of business, a loyalty programme and a robust reservation system,” explains David Kong, president and CEO of Best Western Hotels & Resorts.
“No one is offering a soft brand in the upper midscale segment right now, so by diversifying our offerings in the space, it is clearly an opportunity for us to capture market share and achieve scale.”
Best Western now offers soft brand options to hoteliers in most segments: upper economy and midscale (SureStay Collection by Best Western), upper midscale (BW Signature Collection by Best Western) and upscale and upper upscale (BW Premier Collection).
TTG Asia


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