Best Western unveils Glo, a new “suburban boutique” brand

The newly-rebranded Best Western Hotels & Resorts has unveiled another new hotel concept.

The company has now launched Glo, a “suburban boutique” brand that Best Western says is designed for new-build hotels in “secondary, suburban and highway locations”.

“We looked at the segmentation of boutique hotels and realised Glo would fill a void because of the lack of a boutique product in the broad midscale segment,” said David Kong, president & CEO of Best Western Hotels & Resorts. “Developers are expressing interest in a boutique brand for secondary markets with a high density population. With the demand to build a hotel product that is fresh, chic and contemporary, we see tremendous opportunity for Glo to change the development landscape in the midscale segment.”

Glo hotels will feature exterior LED lighting
Glo hotels will feature exterior LED lighting

As the name implies, Glo hotels will be highly visible, with LED lighting used to illuminate the sides of the hotels and reception desks. The properties will also be cost-effective to build, with floor plans designed in such a way that developers will be able to save 40-50 square feet (3.7-4.6m²) in construction costs.

The hotels’ interiors will feature a contemporary design with furniture intended to be multi-functional and maximise space. Overall, Best Western says Glo will appeal to “savvy travellers who expect the best in value, design and comfort”.
And Olivier Berrivin, Best Western’s managing director of international operations for Asia, said he expects the brand to be popular in this region.

“A brand like Glo will have lots of interest from our Asian investors and we are confident that it will be as successful as the rest of the other Best Western brands in the region,” said Berrivin.

The launch of Glo comes just months after Best Western unveiled three other brands; Vib, BW Premier Collection and Best Western Plus Executive Residency. In addition to the existing Best Western, Best Western Plus and Best Western Premier brands, the company now offers a collection of seven different hotel concepts.

Earlier this week Best Western unveiled a new company name, Best Western Hotels & Resorts, and a series of new logos, marking its first brand revamp since 1993. One of the world’s biggest hotel groups, there are now more than 4,100 Best Western hotels operating worldwide.

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