Last updated: 05:30 PM ET, Tue March 22 2016

Best Western Targets Growth, Development in South Asia

Hotel & Resort | Patrick Clarke | March 22, 2016

Best Western Targets Growth, Development in South Asia

PHOTO: Delhi. (photo courtesy of Thinkstock)

Just two weeks after announcing an agreement with Orion Hotels to expand across South Africa, Best Western Hotels & Resorts has signed a master franchise agreement with India's Sorrel Hospitality in an effort to grow its brand in India and neighboring countries.

Under terms of the agreement, Delhi-based Sorrel will be in charge of positioning Best Western for future growth and development across India, Bangladesh and Sri Lanka.

READ MORE: Best Western Eyes Significant Expansion in South Africa

Best Western said Sorrel's team of experts will be responsible for executing "a multi-pronged, multi-year development initiative." 

"We see tremendous potential right now in India and we are delighted to have aligned with a company like Sorrel Hospitality, which has an outstanding track record of success, as we work to expand our footprint in India," Ron Pohl, Best Western's senior vice president of brand management said in a statement. 

The Phoenix-based hotel company currently boasts a portfolio of 22 hotels in India. In addition to identifying and retaining the most profitable properties, Sorrel's team will work to improve Best Western's image and the overall guest experience. 

READ MORE: Best Western Announces Expansion of Vib Boutique Hotel Brand

In a statement, Sorrel's chief operating officer Atul Jain said his teams efforts will "include the rollout of a management model."

"...We feel it will better retain the brand’s identity and optimize for success."

The plans also call to introduce the Best Western Premier Collection in India as well as to grow the company's GLo and Vib brands. Best Western hopes that the two boutique brands will appeal to India's massive millennial market.

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