Earlier this year, David Kong, the CEO of Best Western Hotels indicated that he is planning to categorize the hotels under a “tier system.” Today, Janet Harmer at CatererSearch.com reported a detail strategic plan of Best Western. 
Best Western is known for its diverse portfolio. Many Best Western hotels are independently owned and operated. As a result, some of them are well-kept and provide exceptional guest service, and others may look old and boring.
According to Harmer, this rebrand campaign will take place in U.K., including “country house hotels, boutique-style properties in city centres, seaside establishments and a 12th-century castle.” Best Western acknowledges the unique personality of each property. The rebrand and follow-up marketing campaign will focus on fun and more importantly, “the distinctiveness of properties.” After renovations, hotels will host a variety of events and functions to create a new image and awareness of Best Western.
The results of rebrand may include: (1) increase awareness and sales of Best Western Hotels in U.K.; (2) attract more independent hotel owners to join Best Western; and (3) encourage existing members to maximize the impact of their unique characteristics and personalities. While I am waiting to find out more about the “tier system,” I am eager to experience a newly-renovated Best Western.
Similar discussion about unique characteristics of boutique hotels can be found: http://linchikwok.blogspot.com/2010/01/boutique-hotels-unique-experience.html
References:
CatererSearch.com: http://tinyurl.com/LinchiKwok04082010
The picture was copied from http://tinyurl.com/LinchiKwok04082010P
Video, the Fox News interview with David Kong in 2009, was downloaded from http://www.youtube.com/watch?v=2mevfcEEjrE
Best Western is known for its diverse portfolio. Many Best Western hotels are independently owned and operated. As a result, some of them are well-kept and provide exceptional guest service, and others may look old and boring.
According to Harmer, this rebrand campaign will take place in U.K., including “country house hotels, boutique-style properties in city centres, seaside establishments and a 12th-century castle.” Best Western acknowledges the unique personality of each property. The rebrand and follow-up marketing campaign will focus on fun and more importantly, “the distinctiveness of properties.” After renovations, hotels will host a variety of events and functions to create a new image and awareness of Best Western.
The results of rebrand may include: (1) increase awareness and sales of Best Western Hotels in U.K.; (2) attract more independent hotel owners to join Best Western; and (3) encourage existing members to maximize the impact of their unique characteristics and personalities. While I am waiting to find out more about the “tier system,” I am eager to experience a newly-renovated Best Western.
Similar discussion about unique characteristics of boutique hotels can be found: http://linchikwok.blogspot.com/2010/01/boutique-hotels-unique-experience.html
References:
CatererSearch.com: http://tinyurl.com/LinchiKwok04082010
The picture was copied from http://tinyurl.com/LinchiKwok04082010P
Video, the Fox News interview with David Kong in 2009, was downloaded from http://www.youtube.com/watch?v=2mevfcEEjrE
A follow-up news --- Best Western aims for more consistency with rebranding
ReplyDeletehttp://www.travelweekly.com/article3_ektid213254.aspx
"Under the plan, Best Westerns that have a Two Diamond rating from AAA will remain Best Western, Three Diamond properties will be renamed Best Western Plus and Four Diamond properties will become Best Western Premier — an upper tier that is already in place in Europe and Asia."