BANGKOK—Best Western International recently launched two new global hotel products—Vīb, an urban boutique hotel concept and the BW Premier Collection, a soft brand targeting upscale and luxury independent hotels. The company hosted a recent event here for international developers and investors to learn about the brand’s global development strategy for these two new hotel products.
The Vīb (as in vibrant) concept reimagines the Best Western hotel experience for today’s traveler who is seeking: innovation, technology and style with an authentic, local flavor, according to the company. “We believe that the stylish design of Vīb combined with the concepts business model and low cost to build will be very appealing to developers and investors throughout Asia. In fact we are delighted to announce that we have signed a deal for the first Vīb to be developed in South Korea,” said Best Western International President & CEO David Kong.
The first Vīb signed to be developed is a 148-room, new-construction project in Seoul. “The Vīb project we are developing is in the heart of the central business district of Gangnam, Seoul and is expected to break ground in the next six months. We believe the central business districts high density and energy is the perfect fit for Vīb,” said Best Western South Korea President John Choi.
Best Western is also launching BW Premier Collection, its new soft brand, in Asia. “The BW Premier Collection offers a compelling proposition to independent hoteliers who want to lessen their reliance on online travel agencies without a long-term commitment. We think the unique pay-for-performance fee structure of the BW Premier Collection will be very attractive to independent hoteliers,” noted Kong.