In 2018, Best Western Hotels and Resorts introduced the travel industry to “Today’s Best Western,” a year-long campaign representing Best Western’s rich and colourful past while celebrating the excitement and vibrancy of the brand today. The initiative included a special “Behind the Brands” series, which raised awareness about Best Western’s contemporary, diverse brand portfolio and offered travellers a look at the evolution of this powerhouse brand.
Today, Best Western announced that “Today’s Best Western” will be back in 2019 with a new series entitled “Every Guest Has a Journey”. This campaign is a unique opportunity to celebrate the valued guests who have been with Best Western throughout the brand’s evolution, while demonstrating that today’s Best Western is a go-to travel solution for guests across all segments. A preview of the initiative can be seen in this video.
Throughout 2019, Best Western will dive deeper into the human side of hospitality and travel, showcasing the personal journeys of its guests by shining a spotlight on travellers from all walks of life — for example, sharing the incredible stories of road warriors, and examining what life is like as a millennial traveller staying with today’s Best Western. The “Every Guest Has a Journey” series will explore the different guests that help make Best Western the diverse brand it is today.
“Best Western has been on a journey of transformation over the past several years,” said David Kong, President and CEO of Best Western Hotels & Resorts. “While the extraordinary results of our transformation can be seen through our dynamic portfolio of brands, expanding presence in key markets and unrivalled industry recognition, it’s truly the guests behind the brand that define today’s Best Western. Today’s Best Western is something very special and we look forward to a new year of continued innovation, bringing the company into a new era and sharing our journey with travellers.”
Best Western proved its commitment to modernization this past year with a recognition from Fast Company as one of the world’s Most Innovative Companies. The company also dedicated itself to diversification, as the first in the industry to introduce a pair of boutique brands – Sadie Hotel and Aiden Hotel that compete in the upscale and upper-midscale segments, respectively.
Best Western also, in 2018, continued to make valuable enhancements to its award-winning loyalty program, Best Western Rewards, offering more rewards and recognition for Elite members and generous promotions for members of all levels. The award-winning loyalty program earned a spot as a top innovator in the industry, achieving a top-five ranking for the sixth consecutive year in U.S. News & World Report‘s 2017-2018 Best Hotel Rewards Programs, among many other accolades in 2018.
“As we continue to be flexible and think strategically in the year ahead, we will continue delivering on the expectations of today’s travellers and our hotel owners,” said Dorothy Dowling, Senior Vice President and Chief Marketing Officer for Best Western Hotels & Resorts. “Looking ahead to a new year, we will remain hyper-focused on elevating our brand perception through initiatives like the ‘Every Guest Has a Journey’ series, driving even more revenue to our hotel owners, and providing only the best customer care to our guests.”
Best Western’s new “Every Guest Has a Journey” series launches in February with “Every Road Warrior Has a Journey,” sharing the stories of today’s business travellers and highlighting members of the Best Western Business Advantage Program. Later in the year, the company will offer an inside look at the journeys of Best Western Rewards members, families, couples, pets, road trippers, AAA members and every generation from millennials to retirees.
About Best Western Hotels and Resorts
Best Western Hotels and Resorts headquartered in Phoenix, Arizona, is a privately held hotel brand with a global network of over 4,200 hotels in nearly 100 countries and territories worldwide. Best Western offers 13 hotel brands to suit the needs of developers and guests in every market: Best Western, Best Western Plus, Best Western Premier, Vīb, GLō, Executive Residency by Best Western, Sadie HotelSM, Aiden HotelSM, BW Premier Collection by Best Western, and BW Signature Collection by Best Western, as well as its recently launched franchise offerings: SureStay Hotel by Best Western, SureStay Plus Hotel by Best Western and SureStay Collection by Best Western.
SOURCE Best Western Hotels and Resorts