PHOENIX, AZ—Best Western has a commanding 16 per cent share of room nights in Canada, according to the 2013 year-to-date results from Hotel BASE, a monthly hotel tracking study conducted by Phoenix Marketing International. Holiday Inn and Holiday Inn Express come in second and third, at 6 per cent each.
The story in the U.S. is quite different. The Hotel BASE results show that Marriott Hotels has edged out Best Western as the leader, with the Marriott flagship brand showing a 7.3 per cent share of all guest room nights. Best Western's share of room nights declined slightly to 7.1 per cent in the most recent wave of the study.
“When you include Marriott’s other brands (Courtyard, SpringHill Suites, Residence Inn, to name a few), the company’s share of room nights is higher than 7.3 per cent but the signature brand, Marriott Hotels, is the single brand leader in the category,” according to John Antonello, managing director of the Travel Division of Phoenix Marketing International.
Hotel BASE tracks almost 100 hotel brands in the U.S. and Canada and has been conducted continuously since 2003.