Best Western?s Google plans, extended-stay revamp
Best Western International, Phoenix, is now offering the prototype for properties that would feature 100% extended stay guestrooms, unlike earlier plans for featuring as little as 20% extended-stay guestrooms for Best Western Plus and Best Western Premier-branded hotels. Best Western said that the mix would have caused market confusion. However, Best Western has not indicated that the extended stay product will be marketed with a new brand extension.
?We have not solidified a name for it,? said Ron Pohl, Best Western International?s senior vice president of brand management & member services.
At a special session at the conference for the extended-stay product, Best Western showcased the amended design that included changes to the lobby.
?We wanted to have a design with a timeless feel to it,? said Amy Hulbert Manketlow, Best Western?s managing director of design. ?Key elements of the lobby design include check-in pods with adjacent sundries, a communal table with a light feature, lounge seating, a television area, a business center zone and exterior seating with an optional fireplace. For the lobby FF&E we included both warm and cool variants on a neutral palette with little pops of color.?
At the session Best Western also highlighted a lower annual fee for Best Western Plus compared to other hotel brands in the segment, according to the 2013 HVS Hotel Franchise Fee Guide, and noted that the cost per key would be US$88,000 in Texas, US$114,000 in Chicago and a higher amount in the U.S. East Coast and West Coast regions.
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