Best Western ballot approves descriptors

PHOENIX, AZ—Best Western owners last month passed a landmark ballot approving the rollout of a product descriptor program. This marketing strategy is part of the brand’s long-term commitment to enhance its image, ensure brand relevance and drive superior revenue to its hotels.

As the largest hotel chain in North America and the world, Best Western competes across the broad midscale market offering a wide variety of hotels.

While continuing to operate as a single brand, Best Western will introduce three descriptors in the U.S. and Canada: Best Western, Best Western Plus and Best Western Premier. Best Western Premier will be used to describe hotels with physical attributes similar to upper midscale hotels, Best Western Plus for the middle midscale and Best Western for the lower midscale.

The strategy will roll out to consumers in the first quarter in 2011.

“The success of this ballot speaks to the dedication of our owners and staff to moving the brand forward and also to Best Western’s unique democratic structure,” said Beth Campbell, Best Western board chair and owner of the Best Western Inn at Penticton, BC.

To determine the need for a descriptor program, Best Western engaged expert consultants, interviewed its Worldwide Sales clients and surveyed 2,400 travellers who prefer midscale hotels, conducted 80 town hall meetings with the chain’s member hoteliers, as well as conducted meetings with its advisory committees and governors.