Best Western
| Best Western Hotels & Resorts
|
|
|---|---|
 |
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| legal form | cooperative |
| founding | 1946 |
| Seat |
Phoenix , Arizona ,
|
| Branch | Hotels |
| Website | www.bestwestern.com |
Best Western Hotels & Resorts is one of the world's largest hotel chains with more than 4,200 hotels with 320,000 rooms in over 90 countries. In 1946 the hotelier Merrill K. Guertin founded Best Western. The cooperation consisted of 67 independent hotels. The aim was to market them under a common name. The company's headquarters are in Phoenix, Arizona . The individual hotels are operated exclusively as franchise companies. Best Western does not operate any hotels itself. In contrast to the classic franchise system, in which both the franchisor and the franchisee strive for profit, Best Western is operated as a non-profit organization of the affiliated member hotels . Best Western is a cooperative of hotels that operate under the same name and with a uniform logo.
The affiliated hotels must meet a list of minimum standards. The hotels retain their own identity, so they are not designed as uniformly as other hotel chains. The hotels can also continue to use their own name (for example: “Best Western Hotel d'Anjou”). Within Best Western there are also smaller hotel chains that are under a single management.
Until 2001, Best Western made no distinction by name between the individual hotels, which until then had all been in the 3 to 4 star segment . Today, the brand family worldwide includes both so-called full brands and soft brands. A total of 13 individual brands are presented under the umbrella of Best Western Hotels & Resorts: Best Western, Best Western Plus, Best Western Premier, Vīb, GLō, Executive Residency by Best Western, Sadie Hotel, Aiden Hotel, BW Premier Collection by Best Western, BW Signature Collection by Best Western as well as the brands Sure Hotel by Best Western, Sure Hotel Plus by Best Western and Sure Hotel Collection by Best Western. This brand diversity should offer hotel operators, developers and investors the opportunity to choose the right concept for their own hotel. At the same time, travelers will find hotels of all categories in the brand portfolio.
Best Western in Germany
Best Western has been represented in Germany since 1986. After rapid expansion, Best Western is now represented across Germany with around 200 city, conference and holiday hotels. All of the brand's hotels are still independently and individually managed today. Since 2016, Best Western Hotels Central Europe GmbH, based in Eschborn near Frankfurt, has been managing a total of around 230 hotels in the ten countries of Germany, Croatia, Liechtenstein, Luxembourg, Austria, Slovakia, Slovenia, Switzerland, the Czech Republic and Hungary under one corporate roof. All city and holiday hotels in the group must meet uniform quality standards worldwide, but will continue to be managed independently. Through the brand connection, the individual hotel operators benefit from the joint marketing and sales activities of the global brand. The frequent traveler loyalty program, Best Western Rewards, with more than 37 million members worldwide, is one of the largest customer loyalty programs in the travel industry.
history
Best Western's history goes back to several California hotels recommending each other to customers and travelers. From this small informal network, Best Western emerged in 1946. The name Best Western comes from the fact that the affiliated hotels were initially all in the western United States (west of the Mississippi ). From 1946 to 1964, Best Western had a marketing partnership with Quality Courts (founded in 1939), whose hotels were mainly east of the Mississippi and thus complemented each other perfectly geographically.
In 1964 the chain expanded by adding Canadian hotels. In 1976 Best Western expanded to Mexico, Australia and New Zealand.
From 1964 onwards, Best Western tried to expand independently into the east of the USA under the name "Best Eastern". The same logo was used for this. In 1967 the name "Best Eastern" was given up and all hotels in the USA were operated under the name "Best Western". In 1970 Best Western became the world's largest hotel chain. Over the years the logo has been changed five times. The gold crown added to the logo in 1964 became a red crown in 1991. Until 1985 the company referred to itself as a cooperative. After several court orders, it then called itself a non-profit franchise company. The consequence of these court orders was that Best Western, as a franchise company, had to adhere to certain regulations applicable to franchise companies in the USA.
Best Western Hotels & Resorts took over the global brand WorldHotels in February 2019 and thus around 300 hotels from the luxury segment.
Web links
Individual evidence
- ↑ Best Western celebrates its 70th anniversary. Matthaes Verlag, accessed on April 16, 2019 .
- ↑ Best Western introduces two new boutique brands. In: General hotel and gastronomy newspaper . October 2, 2018, accessed October 4, 2019 .
- ↑ Best Western celebrates its 70th birthday. In: tophotel.de. October 18, 2016, accessed October 4, 2019 .
- ↑ Best Western gets double top. In: General hotel and gastronomy newspaper . June 25, 2018, accessed October 4, 2019 .
- ↑ Sure Hotel Collection is growing. In: Cost & Logis. January 28, 2019, accessed October 4, 2019 .
- ↑ Customer loyalty programs - Best Western Rewards. In: tophotel.de. September 14, 2015, accessed October 4, 2019 .
- ↑ Best Western celebrates its 70th anniversary. Matthaes Verlag, accessed on April 16, 2019 .
- ↑ News. Euro Business Communication, March 27, 2019, accessed on April 16, 2019 .