Best Western Hotels & Resorts Pioneers Vibrant Niche for Urban Boutique Travelers

Published on : Friday, March 4, 2016

best westernSince initiating the significant paradigm shift in the midscale boutique market in October 2014 with the announcement of Vīb®, the boutique concept by Best Western Hotels & Resorts , the brand has eight Vīb projects under development and is actively negotiating deals in key cities across the U.S. Designed for today’s connected traveler, the boutique Vīb concept features contemporary styling with a focus on convenience, technology and social engagement while keeping the experience affordable.

“This fresh concept and design for Best Western is a game changer for the brand,” said Amy Hulbert, managing director of design at Best Western Hotels & Resorts. “We have new developers now partnering with Best Western because of this smart design and the opportunity to build in urban markets. Not to mention, there is a hunger from consumers for this type product in the midscale boutique market.”

The following Vīb hotels are expected to open by the end of 2016:

• Chicago
• Los Angeles
• Miami (two properties)
• Staten Island
• Little Rock
• Springfield
• Seoul, South Korea

Additional Vīb properties in the pipeline include:

• Atlanta
• Dallas
• Houston
• San Diego
• Phoenix / Scottsdale
• New York City
• Pittsburgh
• New Orleans

A union of inspirations and a reflection of the modern world, each Vīb hotel will boast destination-authentic touch points, from the artwork and signature murals found on each guest floor to the locally made items and retail pop-ups in the sundry shop. Each hotel will speak to its destination allowing the developer to work with Best Western’s design team to modify the model to accommodate the needs of the urban site, the market and identify with its surroundings.

At the cornerstone of each Vīb hotel will be a spacious lobby buzzing with activity where guests can connect, relax and recharge. Within the public space will be a tech-centric specialty market for guests to experience authentic local flavor. Built by smart design, the public space will allow for staff to play multiple, yet functional, roles. For instance, the front desk agent could easily check in a guest as well as accommodate their request at the bar or café.

Brand-defining design elements will bring the essence of Vīb to life in the hotel lobby including sleek concrete floors; interactive technology solutions such as a scrolling message board along the lobby ceiling, USB access and power ports throughout; and LED lighting that will change throughout the day, creating different moods. Clean lines, layered facets and sophisticated colors speak to a worldly, vibrant brand of traveler.

Vīb guestrooms will be configured for today’s savvy, on-the-go consumer with signature Vîb amenities such as a platform bed with storage below and desk connected, Smart TV, and ceiling-mounted LED lighting. At 191 square feet each, the high-efficiency designed guestrooms allow for maximized public spaces throughout the hotel.

In addition to Vīb, Best Western also recently announced its seventh brand – GLōSM – a broad-midscale new construction brand that offers a hip, boutique-style experience for savvy travelers who expect the best in value, design and comfort. Ideal for secondary, suburban markets, GLō properties will be four-story, 70-room new construction hotels positioned to hold a powerful new place in the broad-midscale market.

“This unique boutique brand will be one of the most recognizable and profitable brands in the industry,” said Ron Pohl, senior vice president, brand management for Best Western Hotels & Resorts.

The family of brands within the Best Western portfolio is comprised of Best Western Premier®, BW Premier Collection®, Best Western Plus®, Executive Residency by Best Western℠, Vīb, GLō℠ and Best Western®.


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