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SureStay Hotel Group Eclipses 33 Hotels Worldwide One Year Post Launch

Thursday, November 09, 2017
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SureStay Hotel Group
SureStay Hotel Group
Premium Mid-Scale & Economy Brand

PHOENIX– Best Western Hotels & Resorts today announced that just oneyear since the launch of its new franchise model – SureStay Hotel Group – the brand haseclipsed 33 properties worldwide with a robust pipeline of 44 additional hotels. Since making itsofficial debut in fall 2016, SureStay has differentiated itself from others in the market focusingon delivering high-quality and outstanding service. As a result, the brand has seen impressivefast-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 isgarnering the interest of developers overseas,” said David Kong, President and Chief ExecutiveOfficer for Best Western Hotels & Resorts. “SureStay was launched to take the leadershipposition 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 BestWestern (lower-midscale soft brand) – SureStay’s early success can be credited to its uniquequality-centric structure. The brand provides a migration path to hoteliers who are committedto providing a superior guest experience, but wish to avoid the high costs that can come with aredesign program. Properties must maintain a minimum 3.5 TripAdvisor® rating, agree to asatisfaction guarantee and unannounced QA assessment. Its focus is to create consumerrelevance 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 ofindustry expertise. And with “by Best Western” featured on SureStay hotel signage, SureStayhotels benefit from significant walk-in business, as customers associate the new brand withBest Western’s trusted name in hospitality. As an added bonus to join SureStay, the royalty feefor the first 200 applications will be waived.

SureStay’s benefits have attracted economy hotels from around the world, with the majority ofapplicants 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 makeup 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 PlusHotel by Best Western Sukhumvit 2 opened earlier this month, in the heart of downtownBangkok. The brand has also taken off in Sweden, with seven properties already active, andanother four in the pipeline.

“We are thrilled with how positively the market is responding to our SureStay hotel brand,” saidRon 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 haveproperties in 20 states and three countries. It has been quite an experience and we remaininspired to make SureStay the choice for millions of business and leisure travelers as they maketheir next travel decision.”

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