Best Western's 'White Label' Franchise to Surge in 2017

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BW announces robust pipeline for SureStay hotels

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“We are thrilled with the enthusiastic response we are receiving from hoteliers interested in opening a SureStay hotel,” said David Kong, President and Chief Executive Officer for Best Western Hotels & Resorts.

Best Western® Hotels & Resorts is advancing its position as an innovative leader in the hospitality industry, as its revolutionary new ‘white label’ franchise model – SureStay Hotel Group℠ – gains significant momentum only a few months after being introduced into the marketplace. The brand has approved 30 hotels in North America and one in Bangkok, Thailand and is projecting to open 100 hotels by the end of 2017. With significant interest in the brand in North America and around the world, particularly in Europe, SureStay Hotel Group is among the fastest growing hotel brands in the industry.

Announced in late 2016, SureStay Hotel Group operates as a separate subsidiary while plugging hotel owners into Best Western’s comprehensive infrastructure and distribution channels. The white label approach allows Best Western to leverage its existing framework to create a new revenue stream and tap into the vast opportunities in the economy space without compromising the company’s established position in its current markets.

“We are thrilled with the enthusiastic response we are receiving from hoteliers interested in opening a SureStay hotel,” said David Kong, President and Chief Executive Officer for Best Western Hotels & Resorts. “The introduction of SureStay has not only brought an innovative solution to franchisees in the economy and midscale segments, but with Best Western as its backbone and driving force, SureStay will play an integral role in shaping the future of hospitality.”

Powered by Best Western Hotels & Resorts, SureStay Hotel Group has brought many firsts for the brand – as it was the first time Best Western entered into a franchise structure; the first time Best Western tapped into the economy segment; and most notably, it was the first ever white label hotel brand introduced into the marketplace.

Under the SureStay umbrella, there are three distinctive brands – SureStay, SureStay Plus℠, and SureStay Signature Collection℠. With the support of Best Western and access to award-winning resources, SureStay enables its franchisees to optimize their return on investment (ROI). With a commitment to quality customer service, guests are assured of a comfortable and pleasant stay at any of the SureStay branded hotels across the country.

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About Best Western Hotels & Resorts:
Best Western® Hotels & Resorts headquartered in Phoenix, Arizona, is a privately held hotel brand with a global network of 4,200* hotels in more than 100* countries and territories worldwide. Best Western offers seven hotel brands to suit the needs of developers and guests in every market: Best Western®, Best Western Plus®, Best Western Premier®, Executive Residency by Best Western℠, Vīb®, BW Premier Collection® and GLōSM. Now celebrating more than 70 years of hospitality, Best Western provides its hoteliers with global operational, sales and marketing support, and award-winning online and mobile booking capabilities. Best Western continues to set industry records regarding awards and accolades, including nearly sixty percent of the brand’s North American hotels earning a TripAdvisor Certificate of Excellence award in 2016, Business Travel News ranking Best Western Plus and Best Western in the top three upper-mid-price and mid-price hotel brands for three years in a row, and Best Western receiving five consecutive Dynatrace Best of the Web gold awards for best hotel website. Best Western has also won eight AAA/CAA Lodging Partner of the Year awards, recognizing the brand’s commitment to providing exceptional service and great value to AAA’s 56 million members in the U.S. and Canada. Nearly 30 million travelers are members of the brand’s award-winning loyalty program Best Western Rewards®, one of the few programs in which members earn points that never expire and can be redeemed at any Best Western hotel worldwide. Best Western’s partnerships with AAA/CAA and Harley-Davidson® provide travelers with exciting ways to interact with the brand. Through its partnership with Google Street View, Best Western is the first major company of its size and scale to launch a virtual reality experience for customers, setting a new industry standard and reinventing how guests view hotels.

  • Numbers are approximate, may fluctuate, and include hotels currently in the development pipeline.

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Courtney McCurry
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