Best Western has recently launched a new marketing strategy as part of the brand's long-term commitment to enhance its image, ensure brand relevance and drive superior revenue to its hotels.
As the largest hotel chain in North America and the world, Best Western competes across the broad midscale market offering a wide variety of hotels. While continuing to operate as a single brand, Best Western has introduced three descriptors in the U.S. and Canada: Best Western, Best Western Plus and Best Western Premier. The strategy, which rolled out to consumers in February 2011, is designed to explain the various product experiences of its hotels and set guest expectations at the point of booking. Best Western Premier will be used to describe hotels with physical attributes similar to upper midscale hotels, Best Western Plus for the middle midscale and Best Western for the lower midscale.
Please join Best Western and ASTA to learn more about the exciting new product descriptors.
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