Best Western’s 1st Canadian chairwoman

PENTICTON, BC—Beth Campbell, owner of the Best Western Inn at Penticton for more than 30 years, has been elected Best Western’s chairwoman, the first female Canadian and the first Canadian-born chair in the company’s 63-year history. Roman Jaworowicz, former owner of the Best Western Highland Inn in Midland, ON became the organization’s first Canadian chair in 2007.

Campbell comes well-equipped for her new role, having served on the Best Western Board of Governors for 16 years.  Within the Best Western member organization, the governors are appointed by directors to provide liaison between the board and member hotels.  For example, BC has five governors, each responsible for about 10-12 hotels. Last year, Campbell moved to the position of secretary-treasurer, and this year she became board chair.

“It’s exciting! I’m looking forward to a very fulfilling year, that will enable me to profile the 10 per cent of our North American portfolio in Canada,” she told CLN in an interview. 

Beth Campbell of the Best Western Inn at Penticton (left) with Betsy and Stephen Hogg, who help manage the property.

Campbell sees three main challenges in the coming year. 

The first is the ongoing recession. “We’re on the up side, but with a slow recovery, we need to manage in a prudent manner.  We need to develop policies that will help members get through this difficult time.”

The second is the move toward a descriptor strategy, enabling customers to distinguish between the different levels of services and amenities available at Best Western hotels. 

“It’s a big initiative that requires a methodical approach to ensure we develop them the right way.  Members need a custom-made model that will meet their needs, recognizing that consumers have been asking us to do this for quite some time.”

Members have given the initiative the green light. Approximately 80 per cent of the voting members said CEO David Kong and staff should move forward on research for the design requirements and descriptor names.  Right now, they are working with outside consultants to do this. 

The CEO and board will be meeting with member advisory committees in the early part of January.  Then recommendations will be presented at the beginning of February to the North American governors’ conference.

“Staff are using some outside consultants to work through the research needed — definitely involving members.  At the end of the day [the descriptors] must meet the needs of the membership, providing a sense of ownership,” Campbell said.

“The final step will be to send it out to membership for a vote, hopefully in 2010, but we’ll take one step at a time.”

As a third initiative, Campbell has also asked the board to perform a thorough review of the company’s bylaws and policies.

“It’s an exhaustive, extensive process and it won’t happen overnight,” she noted.  Due diligence will begin in January, and the organization will work through the committee of the whole.

“Our company is constantly evolving.  The Board of Governors will review our bylaws in terms of efficiency, accountability and transparency with a hospitality focus.”

Campbell feels that tackling these three issues will help fulfill both the mission of Best Western, which is “to enhance brand equity and increase member value”, and the vision, “to lead the industry in superior customer care.”

“We’ve taken great steps over the last two to three years to ensure our membership is leading the industry in customer care,” she said.