Last updated: 01:39 PM ET, Thu March 26 2015

Best Western Unveils Vib, BW Premier Collection Brands

Hotel & Resort | Ryan Rudnansky | March 26, 2015

Best Western Unveils Vib, BW Premier Collection Brands

Photo courtesy of Best Western International-Asia

Best Western International introduced the launch of two new global hotel brands on Thursday: Vib (as in vibrant), an urban boutique hotel concept, and the BW Premier Collection, a soft brand focusing on upscale and luxury independent hotels.

Vib caters to today’s traveler, sporting several features normally associated with a boutique hotel, including innovation, technology, contemporary style, authenticity and value. An introduction video hints at several other possible offerings by the brand, including design flexibility, creative space flow, automated check-in, the ability to electronically activate in-room services, Bluetooth connectivity, multiple wall outlets, mood-setting LED lighting, Simmons Beautyrest mattresses, green-friendly features and a virtual concierge.

"We believe that the stylish design of Vib combined with the concept's business model and low cost to build will be very appealing to developers and investors throughout Asia,” said Best Western International President and CEO David Kong, via a release. “In fact, we are delighted to announce that we have signed a deal for the first Vib to be developed in South Korea.”

The first Vib hotel signed to be developed will debut in Seoul, South Korea with 148 rooms.

"The Vib project we are developing is in the heart of the central business district of Gangnam, Seoul and is expected to break ground in the next six months,” said Best Western South Korea President John Choi. “We believe the central business district's high density and energy is the perfect fit for Vib.”

The BW Premier Collection features upscale and luxury independent hotels. Independent hoteliers are given the room for individuality while they also enjoy the benefits of being under a major hotel chain such as access to the Best Western Rewards loyalty program.

The BW Premier Collection’s pay-for-performance business model makes it easier on the wallet for hoteliers, too. Hoteliers only need to pay fees for business earned through Best Western channels.

"The BW Premier Collection offers a compelling proposition to independent hoteliers who want to lessen their reliance on online travel agencies without a long-term commitment,” Kong said. “We think the unique pay-for-performance fee structure of the BW Premier Collection will be very attractive to independent hoteliers.”

To be considered for The BW Premier Collection, a hotel must be considered upscale or higher, be located in a major or destination market and be rated a AAA Three-Diamond property or higher.

Best Western International is also heavily expanding throughout Asia and beyond. Ninety percent of the company’s pipeline in the Asia-Pacific region is comprised of new construction projects, with 35 percent being either Best Western Plus or Best Western Premier offerings. There are nearly 50 projects in India, China and Indonesia. Countries that make up the ASEAN Economic Community feature a combined 37 Best Western projects representing 6,100 rooms.

Other Vib development opportunities are currently being looked at in Bangkok, Thailand, Sarawak, Shah Alam, Malaysia and Ortigas, Philippines.


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