Best Western has launched a new signature collection called BW Signature Collection by Best Western. The line will offer hotel rooms in the upper midscale category, and the project will be the 11th new brand for the company overall.
For their current properties to be eligible, the hotels need to maintain a 4.0 rating or higher on TripAdvisor. So far Killington Mountain Lodge in Vermont and the Brooklyn Way Hotel in New York City are the first two hotels to join the BW line. The next will reportedly be located in the Pacific Northwest. They hope to have 100 properties in the collection by the year 2020.
Best Western believes that this new signature collection will fill a void in the market that has been lacking. The Best Western Hotels & Resorts President and CEO, David Kong released a statement about their confident intentions.
“No one is offering a soft brand in the upper midscale segment right now, so by diversifying our offerings in the space, it is clearly an opportunity for us to capture market share and achieve scale. At the same time, we are happy to provide a home, and serve as a resource, to high-quality independent hoteliers who have great potential to succeed.”
Other hotel brands that have recently created soft brans offshoots include Wyndham Hotel Group and Red Roof.