Best Western enjoys a deserved reputation for offering discount hotel rooms and for being included in many discount travel packages. Now Best Western has decided to develop a Best Western Premier brand that will appeal to travelers who frequent chains on the level of the Marriott Courtyard, Hilton Garden Inn, and Hyatt Place.
At their first Premier Best Western, in Denton Texas, guests can now enjoy complimentary Wi-Fi, higher end bedding, contemporary colors, eclectic lobby, flat screen TVs, a modest restaurant, and other touches popular at higher end chains.
Best Western plans to differentiate its 2,200 U.S. hotels splitting them into three tiers so that guests know what to expect upon arrival. The tiers will consist of:
Best Western Premier, which will be at the high end of the chain.
Mid priced Best Western Plus
Regular Best Western
To date Best Western has approved twelve of its hotels for Premier status, with another 40 hotels having applied for this classification. By next February about 800 hotels will exhibit new signs touting Best Western Plus.
Best Western believes that more descriptive names of its three types of hotels will help change the perception among travelers that the chain primarily caters to leisure travelers. Approximately 40 percent of its guests are now business travelers, a number the chain hopes to increase.
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