BEST WESTERN PLUS rolls out in India
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Best Western International has announced the launch of its new Hotel brand Descriptor Programme, which see the new “BEST WESTERN PLUS” brand roll out across India. The new programme is designed to give Best Western India’s member hotels the option to identify their properties as; BEST WESTERN for midscale properties, BEST WESTERN PLUS for Upper midscale Hotels and BEST WESTERN PREMIER for the upscale properties.
Sudhir Sinha, President and COO of Best Western India explained the rationale behind this launch, saying; “Discerning high end travellers, used to staying in five-star properties, are unable to find suitable accommodation in Tier II cities in India at the moment. BEST WESTERN PLUS is our endeavour to fill this gap in the market with properties which are as good as five-star products, maybe with less grand and spacious Public Areas, but with premium guest amenities and well-appointed rooms.”
The BEST WESTERN PLUS brand is expected to provide a better value proposition to hoteliers by enhancing investment returns on mid to upper-scale properties as compared with high-end five-star hotels in Tier II cities. The investment return per room is expected to be higher as the Tier II markets will sustain higher occupancies at the four-star level which means enhanced average daily rates (ADR) and a healthier balance sheet.
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