Best Western expands new brands across Asia

Olivier Berrivin spoke to Travel Daily at ITB Asia
Olivier Berrivin spoke to Travel Daily at ITB Asia

Best Western is planning a major roll-out of its new hotel brands across Asia.

Speaking to Travel Daily at ITB Asia in Singapore, Olivier Berrivin, Best Western’s managing director of international operations for Asia, revealed plans to introduce its Vib, Glo and SureStay brands to the region, as well as adding more Best Western and Best Western Plus properties.

Berrivin noted that, so far this year, Best Western has signed 22 new properties in Asia – not including China, India or South Korea – and that he expects to add “two or three more” by the end of 2016.

The company recently announced the signing of its first Glo hotel in Asia, which will be developed near Pattaya by real estate company Habitat Five. And Berrivin told Travel Daily that another Glo could be added in future – also in Pattaya – in partnership with the same developer. However the two parties are still deciding on the branding, and the new-build hotel could also be a Best Western Plus.

Introduced in 2015, Glo is one of Best Western’s newest brands.  Designed for second and third tier cities, suburban areas, highways and airports, Berrivin said Glo represents a “refresh” of the original Best Western concept, which was born 70 years ago to provide convenient accommodation for American travellers on the move. With its LED-lit exteriors and high-tech interiors, Glo represents the “new generation of our core brand”, he said.

Glo hotels feature bright exteriors (pls note, this is not a rendering of Glo Na Jomtien)
Glo hotels feature bright exteriors

Another new brand being introduced to Asia is SureStay – Best Western’s white label concept for lower tier properties. While the brand is primarily focused on the US market, Berrivin told Travel Daily that Asia’s first ever SureStay hotel will soon rise in central Bangkok.

He added that the SureStay concept has strong potential in Asia. “It gives additional flexibility,” Berrivin said. “Perhaps if a hotel doesn’t fit the requirements of a Best Western or Best Western Plus, they can choose SureStay.”

Thailand is a strong area of focus for Best Western, which is also considering plans to enter Krabi for the first time. This could potentially see two properties in the popular resort province – one classic Best Western and another Best Western Plus.

Elsewhere in Asia, Berrivin said he is focused on securing Best Western’s return to Singapore, as part of a strategy that targets “key cities in each country”. In Vietnam, a new-build project in Danang will either be branded as a Best Western Plus or Vib hotel.

At present, Best Western has 37 hotels in nine Asian countries, comprising more than 5,000 rooms. But with a regional pipeline now standing at more than 40 hotels and in excess of 10,000 rooms, Best Western’s regional presence is set to increase significantly in the coming years.

“This year was a very good year for us. We hope that this will continue next year,” Berrivin concluded.

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