Best Western Hotels & Resorts is rolling out a third soft brand as the company looks to take the upper midscale segment by storm.
The Phoenix-based chain introduced the BW Signature Collection by Best Western this week.
The company's 11th brand overall, the BW Signature Collection will offer travelers a new option in the upper midscale category. Best Western's previously launched BW Premier Collection and SureStay Collection by Best Western already target the upscale and upper economy segments, respectively.
Best Western said it will look to grow the new brand rapidly but will place an emphasis on quality. Eligible properties will have to maintain a TripAdvisor score of 4.0 or higher.
Vermont's Killington Mountain Lodge and the Brooklyn Way Hotel in New York City are the first two hotels to join the collection. According to HotelBusiness.com, a third property in the Pacific Northwest is poised to join the brand soon.
The hotel giant aims to have 100 properties in the BW Signature Collection pipeline by 2020.
"An increasing number of hotels in North America and overseas are going independent because they want flexibility and freedom from brand requirements, but they are also looking for an alternate source of business, a loyalty program and a robust reservation system," said Best Western Hotels & Resorts President and CEO, David Kong in a statement accompanying the announcement.
The Best Western boss points out that the new brand will fill a void with significant potential.
"No one is offering a soft brand in the upper midscale segment right now, so by diversifying our offerings in the space, it is clearly an opportunity for us to capture market share and achieve scale," added Kong. "At the same time, we are happy to provide a home, and serve as a resource, to high-quality independent hoteliers who have great potential to succeed."
"We believe this is a win-win."
Earlier this year, the BW Premier Collection welcomed Las Vegas' Stratosphere Casino Hotel and Tower and the Aquarius Casino Resort into its portfolio.
The Wyndham Hotel Group and Red Roof have recently introduced soft brands of their own.
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