Best Western Hotels & Resorts has signed a master franchise agreement with Delhi-based Sorrel Hospitality for the expansion of its portfolio in India.
Under the terms of the deal, Sorrel will be responsible for driving Best Western’s development across India, Bangladesh and Sri Lanka. This will include launching the new GLō and Vīb brands, which will target India’s millennial market. The company will also introduce the new “soft-brand”, Best Western Premier Collection, to the Indian market.
“We see tremendous potential right now in India and we are delighted to have aligned with a company like Sorrel Hospitality, which has an outstanding track record of success, as we work to expand our footprint in India,” said Ron Pohl senior vice president of brand management at Best Western.
The new arrangement will also see Sorrel work to identify and retain only those properties that are most stable and profitable.
“Sorrel Hospitality is pleased to be working with Best Western and we look forward to leveraging our experience in the Indian market in a variety of ways,” said Atul Jain.
Best Western currently operates 22 properties in India.