Published on : Wednesday, November 8, 2017
Best Western Hotels & Resorts announced that just one year since the launch of its new franchise model – SureStay Hotel Group – the brand has eclipsed 33 properties worldwide with a robust pipeline of 44 additional hotels. Since making its official debut in fall 2016, SureStay has differentiated itself from others in the market focusing on delivering high-quality and outstanding service. As a result, the brand has seen impressive fast-paced growth, emerging as a true leader in the economy segment.
“SureStay Hotel Group is one of the fastest growing hotel brands in North America, and it is garnering the interest of developers overseas,” said David Kong, President and Chief Executive Officer for Best Western Hotels & Resorts. “SureStay was launched to take the leadership position in the economy segment; and with the growing momentum the brand is experiencing, it is evident SureStay’s future is bright.”
Comprised of three distinctive brands – SureStay Hotel by Best Western (classic economy), SureStay Plus Hotel by Best Western (premium economy) and SureStay CollectionSM by Best Western (lower-midscale soft brand) – SureStay’s early success can be credited to its unique quality-centric structure. The brand provides a migration path to hoteliers who are committed to providing a superior guest experience, but wish to avoid the high costs that can come with a redesign program. Properties must maintain a minimum 3.5 TripAdvisor rating, agree to a satisfaction guarantee and unannounced QA assessment. Its focus is to create consumer relevance and confidence through unprecedented quality and care.
SureStay hotels also receive Best Western Hotels & Resorts’ preferred OTA commission rates, its scale and global distribution, robust global reservation system, award-winning Best Western Rewards® loyalty program, industry-leading desktop and mobile websites and 70 years of industry expertise. And with “by Best Western” featured on SureStay hotel signage, SureStay hotels benefit from significant walk-in business, as customers associate the new brand with Best Western’s trusted name in hospitality. As an added bonus to join SureStay, the royalty fee for the first 200 applications will be waived.
SureStay’s benefits have attracted economy hotels from around the world, with the majority of applicants migrating to the brand as a means of repositioning and strengthening their hotels, often as a result of new ownership or major renovations. Best Western conversions also make up a portion of the applicants.
SureStay hotels have opened in locations throughout North America including Buffalo, Wyoming; Bellevue, Nebraska; Poteau, Oklahoma; Chattanooga, Tennessee; Mission, Texas; Lombard, Illinois; Williamsport, Pennsylvania; and Helen, Georgia.
Additionally, SureStay Hotel Group is experiencing success on a global level. The SureStay Plus Hotel by Best Western Sukhumvit 2 opened earlier this month, in the heart of downtown Bangkok. The brand has also taken off in Sweden, with seven properties already active, and another four in the pipeline.
“We are thrilled with how positively the market is responding to our SureStay hotel brand,” said Ron Pohl, Senior Vice President and Chief Operations Officer for Best Western Hotels & Resorts. “It’s amazing to think that we began this journey just one year ago and we already have properties in 20 states and three countries. It has been quite an experience and we remain inspired to make SureStay the choice for millions of business and leisure travelers as they make their next travel decision.”