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By Colleen Isherwood
HONOLULU — Best Western’s logo is now more than 20 years old, and it has been likened to “a dowdy old woman” or “your grandfather’s Oldsmobile.” While it has served the company well, the time has come for a refresh, Dorothy Dowling, senior vice president of marketing and sales told almost 2,000 delegates at the company’s annual convention held in Hawaii late last month.
“We are embracing our future with a completely reimagined brand identity that clarifies our exceptional offerings and broadens our appeal with a contemporary, energetic and relevant look,” said David Kong, president and chief executive officer of Best Western.
“We started over. These new logos are dramatically different and illustrate the amazing products and offerings of today’s Best Western.”
Best Western has evolved significantly in the last 10 years, and the changes reflect this evolution.
Best Western International will be renamed Best Western Hotels & Resorts and use a new logo to identify the master company for its seven distinct brands: Best Western, Best Western Plus, Best Western Plus Executive Residency, Best Western Premier, Vīb, BW Premier Collection and GLō, the company’s new broad midscale, new construction hotel brand.
Best Western is also clarifying the differences between each hotel type by introducing new logos for Best Western, Best Western Plus and Best Western Premier. In addition, the rebranding emphasizes the brand’s initials — BW — in the new logo.
Vib and GLō plus selfies
Best Western’s boutique brand Vīb, which the company launched at convention last year, has been a great success, Kong said, adding that they expect to approve at least a dozen applications by year-end. There are none in Canada — yet.
“Vib has been successful because it’s cost effective to build and it’s cost efficient to operate,” Kong said. “It’s also successful because it’s vibrant, exciting and great value.”
Leveraging the success of Vīb, which competes in the upper midscale segment in urban locations, Best Western has developed a hip and exciting boutique brand in other locations — for example, secondary markets with high population density.
Called GLō, it competes in the midscale segment.
“We expect the ADR to be in the $90 range. Construction cost will be approximately $65,000 per key not including the land. It will have a striking design with plenty of selfie moments. The name GLō is also catchy and is bound to create a buzz like Vīb,” said Kong.
GLō works best along major highways on the periphery of cities like Winnipeg, Saskatoon, Calgary, Edmonton and Vancouver in Western Canada.
Other suitable Canadian markets could include: Gander, Corner Brook and Grand Falls-Windsor in Newfoundland; Digby, Kentville, Antigonish and Sydney in Nova Scotia; Summerside in P.E.I.; Sussex, Miramichi and Dieppe in New Brunswick; and Rimouski, Val Morin, Trois Rivières and Rivière du Loup in Quebec.
In Ontario, Vaughan, Markham, Richmond Hill, Oakville, Mississauga, Brampton, Oshawa and Pickering are possible GLō locations.
Best Western Hotels & Resorts also announced a partnership agreement to distribute Best Western hotels on Booking.com. The agreement allows Best Western properties in the Americas to participate in the strong distribution network of Booking.com.