Best Western®, Best Western Plus® and Best Western Premier® to get makeover heading into 2019


Phoenix, AZ (October 2, 2018) – During today’s general session at the 2018 Best Western North American Convention and Global Conference, Best Western Hotels & Resorts unveiled three new prototypes that will modernize its Best Western, Best Western Plus and Best Western Premier brands. The move comes on the heels of the company’s award-winning brand refresh, which began in 2015 and unveiled a fresh new look for the hospitality giant, along with an extensive brand portfolio.


“We’ve added new brands such as Vīb®, GLō®, Sadie HotelSM and Aiden HotelSM to our portfolio, but as part of our ongoing evolution, we also knew that we needed to take a look at ways to revamp our core product offerings,” said Ron Pohl, Senior Vice President and Chief Operations Officer for Best Western Hotels & Resorts. “We have had many members and developers ask for turn-key packages within these brands. We’re excited to answer that call, offering cost-effective yet elevated, up-to-date properties with refined, modern-day class that delivers on the expectations of today’s travelers.”


Best Western Prototype

The revamped Best Western prototype focuses on smart, modern design with high-end impact and well thought out rooms for every traveler. Simplified furnishings with tastefully blended fixtures and finishes provide modern sophistication. Unique, On-Trend Hospitality Design elements and color schemes offer an attractive and comfortable guest stay. The new Signature Architectural Branding Element delivers continuity within Best Western’s portfolio for immediate guest recognition and a reduced overall footprint offers developers a cost-effective build. Multi-purpose spaces along with integrated technology are provided to enhance the guest experience.


Best Western Plus Prototype

The new and improved Best Western Plus prototype brings affordable elegance to the modern-day traveler. Stylish textures collide with vibrant jewel tones, breathing life into refined public areas and cozy guestrooms, providing comfort and relaxation to the contemporary traveler. Natural elements and state-of-the-art technology transform the public spaces into a social oasis.


Best Western Premier Prototype

The all new Best Western Premier Prototype welcomes guests with a luxurious experience and elegant atmosphere. Upscale amenities await – including casual dining and Grab & Go food choices, sociable communal seating, as well as collective indoor-outdoor spaces offering a cozy atmosphere. The stylish interiors envelop guests in plush fabrics, with mixed metals, and a well-designed color scheme. Guests indulge in the comfort of guestrooms complete with upgraded beds and linens, spa-like bathrooms and spacious guestroom layouts. Public areas provide an on-trend aesthetic and acute attention to detail catering towards today’s sophisticated traveler. 


Today’s Best Western features 13 brands and a global network of more than 4,200 properties around the world. The new prototypes are expected to roll out by the end of 2018.


For more information on the new prototypes and Best Western Hotels & Resorts, please visit or



About Best Western® Hotels & Resorts:


Best Western Hotels & Resorts headquartered in Phoenix, Arizona, is a privately held hotel brand with a global network of 4,200 hotels in more than 100 countries and territories worldwide. Best Western offers 13 hotel brands to suit the needs of developers and guests in every market: Best Western®, Best Western Plus®, Best Western Premier®, Vīb®, GLō®, Executive Residency by Best Western®, Sadie HotelSM, Aiden HotelSM, BW Premier Collection® by Best Western, and BW Signature Collection® by Best Western, as well as its recently launched franchise offerings: SureStay® Hotel by Best Western, SureStay Plus® Hotel by Best Western and SureStay Collection® by Best Western. Now celebrating more than 70 years of hospitality, Best Western provides its hoteliers with global operational, sales and marketing support, and award-winning online and mobile booking capabilities. Best Western continues to set industry records regarding awards and accolades, including 66 percent of the brand’s North American hotels earning a TripAdvisor® Certificate of Excellence award in 2018, Business Travel News® ranking Best Western Plus and Best Western number one in upper-mid-price and mid-price hotel brands, and Fast Company honoring Best Western Hotels & Resorts with a spot in the Top 10 Most Innovative Companies in the Augmented Reality/Virtual Reality category. Best Western has also won nine consecutive AAA®/CAA® Lodging Partner of the Year awards, recognizing the brand’s commitment to providing exceptional service and great value to AAA/CAA’s nearly 58 million members in the U.S. and Canada. Best Western-branded hotels were top ranked in J.D. Power’s 2017 North America Hotel Guest Satisfaction Index Study – ranking first in breakfast (food and beverage category) for midscale; and second in overall guest satisfaction. Over 35 million travelers are members of the brand’s award-winning loyalty program Best Western Rewards®, one of the few programs in which members earn points that never expire and can be redeemed at any Best Western-branded hotel worldwide. Best Western’s partnerships with AAA/CAA and Google® Street View provide travelers with exciting ways to interact with the brand. Through its partnership with Google Street View, Best Western is the first major company of its size and scale to launch a virtual reality experience for customers, setting a new industry standard and reinventing how guests view hotels.


* All Best Western and SureStay-branded hotels are independently owned and operated.

Numbers are approximate, may fluctuate, and include hotels currently in the development pipeline.