Best Western is expanding its Asian operations with the opening of more offices across the region.
The company established its regional head office for Asia in Bangkok in 2001, but under the new structure the company’s Middle East properties will now be handled from its office in Turkey.
The brand already has alliances with partners in China, India and South Korea, and is now looking to establish additional offices to oversee its development in other markets in Asia.
The Bangkok office will continue to supervise the company’s hotels Thailand and neighbouring ASEAN countries.
“Our success throughout the world has been based on strategic alliances or developing offices in key countries,” said Ron Pohl, Best Western’s senior vice president of brand management & member services. “The enhancements we have made to our international operations in Asia will enable us to cater to the specific needs of this diverse and dynamic region, with professional local teams offering an enhanced range of tailored services.”
Pohl added that while the Bangkok office will have a “smaller footprint” in terms of geographical coverage, staffing levels will remain the same or even be increased, as the office provides additional sales and marketing support for its hotels.
A new managing director for the Bangkok regional office is expected to be announced this month, following the recent departure of Glenn de Souza, the company’s former vice president of international operations for Asia & Middle East.
Best Western currently has a collection of almost 180 hotels either operating or in the pipeline across Asia, under its three existing brands: Best Western, Best Western Plus and Best Western Premier. And the company said it is also planning to unveil three new brands for the Asian market, including new luxury, lifestyle and extended-stay concepts.