MALMO, SWEDEN—The Hotel Mäster Johan located here will become the first independent hotel to join the BW Premier Collection, Best Western’s new soft brand.
The Hotel Mäster Johan is a 68-room boutique hotel, which has been renovated to keep its modern, classic Nordic style with light colors, natural materials and art.
“We are thrilled to be able to sign an international hotel as the first property in the BW Premier Collection portfolio. The Hotel Mäster Johan is a terrific example of the types of hotels that we expect will join the BW Premier Collection; upscale and luxury properties in primary and destination markets that share our commitment to delivering an exceptional and unique travel experience,” said Best Western International President and CEO David Kong.
“Our pay-for-performance fee structure combined with our powerful distribution channels and industry leading services provide a compelling opportunity for hoteliers to have the support of our global brand, reduce their reliance on online travel agencies and improve profitability while maintaining their independence,” added Kong.
“As a successful boutique hotel it is important for us to maintain our own brand. In an increasingly competitive market, joining the BW Premier Collection allows us to do that while benefiting from the support and services Best Western provides,” said Nina Nilsson Ulvinen, Hotel Mäster Johan owner and CEO.
The BW Premier Collection affords hoteliers with independent, upscale hotels access to Best Western’s $4.1-billion global reservation system and loyalty program.