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Best Western Launches Third Soft Brand: BW Signature Collection

Thursday, November 09, 2017
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Best Western International
Best Western International
Hotel chain

PHOENIX – – Best Western Hotels & Resorts today announced its eleventhbrand – and newest soft brand – BW Signature Collection by Best Western. With the arrival ofthis new product, Best Western now offers soft brand options to hotel owners in most chainscale segments - upper economy and midscale (SureStay CollectionSM by Best Western), uppermidscale (BW Signature Collection by Best Western) and upscale and upper upscale (BWPremier Collection®).

“An increasing number of hotels in North America and overseas are going independent becausethey want flexibility and freedom from brand requirements, but they are also looking for analternate source of business, a loyalty program and a robust reservation system,” said DavidKong, President and CEO of Best Western Hotels & Resorts.

“No one is offering a soft brand in the upper midscale segment right now, so by diversifying ourofferings in the space, it is clearly an opportunity for us to capture market share and achievescale,” Kong said. “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. We believe this is awin-win.”

The first two hotels to join BW Signature Collection by Best Western are Killington MountainLodge in Killington, Vermont and Brooklyn Way Hotel in Brooklyn, New York. Hotels joining thisnew brand will be on boarded in a rapid ramp-up, with near immediate access to BestWestern’s robust revenue management systems, tradeshow and sales support, marketingprograms, award-winning BWR® loyalty program, global reservation system and more.

“Best Western is a trail-blazer in the soft brand space. Since launching our BW PremierCollection in 2015, and last year, SureStay Collection, we’ve seen incredible results, with

continued opportunity to grow,” said Ron Pohl, Senior Vice President and Chief OperationsOfficer of Best Western Hotels & Resorts. “We anticipate a successful launch of BW SignatureCollection by Best Western and look forward to welcoming many more independent hoteliersto our family in the near future.”

While targeting rapid growth for its most recent soft brand, Best Western will be selective andfocus on quality over quantity. To qualify, properties must maintain a TripAdvisor® score of atleast 4.0 and meet other standards, as well. Best Western anticipates 100 hotels to be in theBW Signature Collection by Best Western pipeline by 2020.

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