Best Western has announced a major rebrand of the business, with a new range of logos and a new company name, ‘Best Western Hotels & Resorts’.
The new direction was revealed today by Best Western’s senior executives at the company’s annual convention in Hawaii.
“For more than two decades, Best Western has had a familiar, recognisable and visible logo. But with our investments in this 69-year old brand during the last ten years, we need to make consumers aware of the exciting improvements,” explained David Kong, president & CEO of Best Western Hotels & Resorts.
“We are embracing our future with a completely re-imagined brand identity that clarifies our hotel and resort offerings and broadens our appeal with a contemporary and energetic look.”
The company revealed that the design of the new logos has taken two years to complete, and has included input from “travellers, travel buyers, partners and Best Western’s global hotel owners”. This marks the first logo change for Best Western since 1993.
The company has created a total of eight new logos; one for its main company seven others for its hotel brands: Best Western, Best Western Plus, Best Western Plus Executive Residency, Best Western Premier, the BW Premier Collection and Glo, the company’s new midscale brand, which was also unveiled in Hawaii.
“All of our properties worldwide will be coordinating signage and logo implementation, with a critical mass being completed for the launch of our advertising campaign in early summer 2016,” said Ron Pohl, senior vice president of brand management for Best Western.
The new Best Western logos are expected to be made official in mid-November, following final approval by Best Western hotel owners in North America.