Best Western International is to roll out a new boutique, technology-focused hotel brand, as well as collection soft brand, in order to meet growing demand in urban and primary markets.
Vib (pronounced Vibe, and short of ‘Vibrant’) will be a “stylish and technology-centric hotel concept created to meet the needs of today's connected traveller”. The operators said the high-density concept will be cost-effective to build and operate, making it an attractive option for owners and developers in urban markets
Meanwhile, Best Western's first soft brand offering, the BW Premier Collection, will consist of hotels in primary markets.
Best Western president and CEO David Kong said: "We recognize that travellers’ preferences are evolving and it's our job to keep up. The launch of Vib and the BW Premier Collection represents a major move by our brand to meet the growing and shifting needs of our customers and travellers in general.
"These two initiatives will allow us to reach a new customer base and developer audiences, while still maintaining the unmatched value and customer care that everyone has come to expect from Best Western."
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The boutique Vib concept will feature features vibrant and modern design, according to Best Western, with a focus on convenience, technology and social engagement.
Hotels under the brand will have large, interactive lobbies that incorporate the local flavour of their individual markets, while technology features will include USB and power ports for electronics, a media wall with custom content in the lobby, smart TVs in the rooms to stream on-demand content, and LED mood lighting throughout the hotel.
Additional Vib amenities will include grab-n-go stations serving premium food and coffee, a bar, a 700 square foot ‘Zen Zone’ on the lobby mezzanine for relaxation, gaming pods, fitness centres and work spaces in all guest rooms.
Within the new BW Premier Collection, all hotels will be required to maintain a TripAdvisor rating of four or above and AAA/CAA rating of three Diamond or above.
They will not be part of the official Best Western membership but they will be listed, and can be booked, on the Best Western website, and will also be part of the Best Western Rewards scheme.
BW Premier Collection hotels will also have the option of purchasing additional Best Western brand services such as design and sales support.
The company has said that both new brands will be global offerings, targeted at urban and destination markets around the world, and are expected to increase penetration in high-demand markets.
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