Best Western targets “quality growth” across Asia

TD Guest Writer

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Best Western’s Vib brand is only for new-build hotels
Best Western’s Vib brand is only for new-build hotels

Best Western is aiming to more than double its Asian inventory in the coming years, with the addition of multiple “high-quality” hotels, including many new-builds.

At present, Best Western operates almost 40 hotels in eight Asian countries, comprising more than 5,000 rooms and suites. But with a regional pipeline now standing at 47 hotels and in excess of 8,000 keys, Best Western’s Asian presence is set to increase significantly in the coming years.

Much of this expansion will be driven by Best Western’s new brands, including Vib and Glo (pronounced “Vibe” and “Glow”) which are all new-builds designed for millennial market, and BW Premier Collection, a selection of independent upscale hotels. And most recently Best Western unveiled SureStay, its white label concept aimed at capturing the large market for unbranded economy hotels.

Best Western has already signed Vib projects in several Asian cities, including Bangkok, Danang, Vientiane and Yangon. And the region’s first BW Premier Collection hotels are being planned in Thailand and Japan.

“Best Western recently celebrated our 15th anniversary in Asia, and in that time, our hotel portfolio has developed considerably – not only in terms of quantity, but also in terms of quality,” said Olivier Berrivin, Best Western’s managing director of international operations for Asia. “Our Asian development strategy is now entering an exciting new phase, with multiple new hotels and brand concepts set to be launched in the coming months and years.

Best Western recently signed an agreement for this new-build BW Premier Collection hotel near Pattaya
Best Western recently signed an agreement for this new-build BW Premier Collection hotel near Pattaya

“With the unveiling of our new global brand strategy in 2015 we set the foundations for an exciting new era in Best Western’s long and distinguished history. This new generation of Best Western hotels will rise rapidly in Asia, providing guests with a vast network of comfortable, convenient and well-connected accommodation options all across the region,” he added.

In addition to its new brands, the company will continue to develop its portfolio of midscale Best Western, upper-midscale Best Western Plus and upscale Best Western Premier hotels across Asia.

Japan is a key area of development, with new Best Western properties having opened recently in Tokyo and Okinawa, while the Best Western Plus brand is driving development in The Philippines. In Malaysia, a new Best Western Premier hotel is coming to the Genting Highlands and a Best Western Plus is rising in Kuching. Cambodia, Vietnam and Laos are all set for further development, and the company is also targeting a return to Singapore.

But perhaps the most significant expansion is occurring in Thailand, where Best Western recently signed a landmark deal for three hotels in the resort destinations of Pattaya and Hua Hin, comprising more than 4,000 rooms.
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