Home' Hotel Management : HM February 2018 Contents A
t 71 years young, improving the guest experience is at the heart of all we
do. The immediate future is enhancing our efforts of expanded offerings,
introducing new brands, and putting the focus of our loyalty program, Best
Western Rewards, firmly on the guest.
More and more, people are seeking out technological solutions to life’s challenges and
daily routines. This digital shift has had a powerful effect on the marketplace. Customers
are more informed than ever before, placing them in a position of power to determine
the business solutions they want and expect. This drives our approach to advertising and
We recently launched our new Mobile Guest Engagement Platform globally.
Now utilised by 360 Best Western properties, the platform provides web-based guest
communications tools pre-arrival, on property and at check-out. The technology has
already delivered significant increases in guest satisfaction, overall experience and room
revenue through native upselling and advertising functions. Net Promoter Scores (NPS)
have increased by as much as 18 points, in turn increasing RevPAR. We are now also
testing this technology’s integration with Amazon Dot.
Further supporting our commitment to better guest experiences, we’ ll continue to
improve our Medallia and TripAdvisor guest satisfaction scores. Our NPS now positions
us as one of the leaders in the industry, while in 2017, TripAdvisor awarded 54% of Best
Western hotels worldwide with a Certificate of Excellence. Insights gained from analysis
of this feedback have identified improvement in key areas of breakfast and internet (in
Australia and New Zealand) will benefit both guest scores and ADR.
With the prevalence of the sharing economy and ongoing company mergers, the value
of a brand in our industry, and telling its unique story, has never been more important.
It’s what keeps our members investing in Best Western. 35% of our development pipeline
comprises existing Best Western members, looking to expand their portfolios. Through
our Design Excellence program, collectively, our members are currently spending over
US$2 billion on renovations, improving RevPAR and asset value.
In terms of hotel development, Asia’s growth has slowed, but remains a lucrative
investment opportunity. South America, the Middle East, Africa and some Eastern
European countries are presenting tremendous prospects.
We have a renewed focus on brand development, with
the introduction of quality hotels in high-profile locations.
To broaden our appeal, we’ve launched several new brands
and expect a majority of all 2018 applications be approved
under one of them. We were very excited to recently bring
to market our economy brand SureStay Hotels, with
25 already open globally. Our midscale boutique brand
GLO now has three hotels under construction, not to
mention 42 approved hotels in our extended stay category,
More and more, independent hotels are searching for an
alternate source of business to OTAs. With this in mind, we
have worked hard on developing our soft brand category.
BW Premier Collection is now 73 hotels-strong worldwide,
while our very new BW Signature Collection has garnered
great interest, with 4 hotels already approved. All up, we’re
looking at more than 530 hotels in the pipeline globally.
To complement our local brand expansion efforts,
we will be heavily promoting our Hotel Management
Services, an area of significant opportunity for Best
In an innovative approach, in 2018, we’re building a
dual-purpose hotel, close to our headquarters in Phoenix,
USA. This first 100% Best Western-owned property will
be a fully operational hotel, and will include innovation
rooms for each of our brands, so developers and new
managers can experience the latest in brand offerings.
We are still seeing strong growth in our loyalty
program, now with 32 million members. BW Rewards
continues to be a focus in marketing activities, aiming to
offer ease of redemption, maximise earning opportunity
and improve the guest check-in experience through
memorable recognition. We recently unveiled Experiences
by Best Western Rewards, providing loyalty members
with exclusive, one-of-a-kind experiences in some of the
most sought-after destinations around the world: Walt
Disney World, Grand Canyon National Park, Broadway
in New York City, and a culinary experience in Paris.
As hoteliers, we see the strength of the local tourism
sector. Tourism’s value to our economy through visitor
spend, coupled with increased airline seat capacity, has
driven growth in the accommodation sector.
Best Western has enjoyed an exciting resurgence
in the past few years.
SNAPSHOT: BEST WESTERN
HOTELS AND RESORTS
Number of hotels & rooms (Globally): 3,659 active hotels;
Number of hotels & rooms (Asia-Pacific): 233 active
hotels; 20,735 rooms
Number of hotels & rooms (Australia, New Zealand
and South Pacific): 125 hotels, 5,130 rooms
Number of employees: 1,422 (globally), 31 (APAC),
Year first hotel opened: 1946 (globally), 1957 (APAC),
Year the company was founded: 1946
Brands in the organisation: Best Western, Best Western
Plus, Best Western Premier, Vib, Glo, Executive Residency
by Best Western, BW Signature Collection by Best Western,
BW Premier Collection, SureStay Hotel by Best Western,
SureStay Plus Hotel by Best Western and SureStay Collection
by Best Western.
Head office locations: Phoenix, USA (global), Bangkok,
Thailand (APAC), Sydney, Australia (ANZSP)
President and CEO
Best Western Hotels & Resorts
Best Western Australasia
12 HM The Business of Accommodation
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