Best Western International (BWI) launched a boutique concept called Vib (pronounced Vibe) and a soft brand called BW Premier Collection at its North American Convention on Wednesday.
Vib, which is short for Vibrant, is being marketed as a high-density, stylish and technology-centric concept designed for urban markets that will be cost-effective to build and operate. Its focus is on convenience, technology and social engagement with large, interactive lobbies that incorporate local flavor.
While it was not immediately clear if any deals have been signed for Vib, Ron Pohl, senior vice president of brand management and member services, said Best Western has identified 20 potential markets for the new brand.
“It is evident that the boutique or lifestyle trend is not just a fad, and is, in many ways, the future of our industry,” said BWI President and CEO David Kong, citing the growing list of additions to this sector, including Moxy and CitizenM.
The product
The Vib guestroom is less than 200 square feet (19 square meters), with minimal but modern and functional furnishings. For example, the headboard is also a desk, and there are hooks and shelving instead of closets.
Guests will find ample USB and power ports for electronics, a media wall with custom content in the lobby, smart TVs in the rooms to stream on-demand content and LED mood lighting throughout the hotel.
Additional Vib amenities include:
- Grab-n-go stations serving food and coffee 24/7
- A bar and fireplace
- A “Zen Zone” on the lobby mezzanine for relaxation
- Gaming pods
- 24/7 fitness centers
- Modern work spaces in all guestrooms
“The Baby Boomers and Gen Xers account for most of our revenue today,” Kong added. “It has been widely forecasted that in a few years, Millennials will match the Baby Boomers in travel spend. What is also very important to consider is that Millennials have just started traveling. They have many more years to go. Their lifetime value is huge.”
New collection
The BW Premier Collection will consist of “carefully selected, high-quality hotels in primary markets.” All of the soft-brand properties will be required to maintain a TripAdvisor rating of 4 or above and AAA/CAA rating of 3 Diamonds or above.
Hotels within the BW Premier Collection will not be part of the official Best Western membership, but they will be listed — and can be booked — on the Best Western website. Guests will be able to earn and redeem Best Western Rewards points at all BW Premier Collection hotels. Hotel owners will also have the option of purchasing additional Best Western brand services such as design and sales support.
Other developments
Pohl urged hoteliers to join the company’s design excellence program that is helping property owners renovate existing properties. “Design excellence is a game-changer for us,” he said.
Pohl added that Best Western is working on a new logo as well as new prototypes for Best Western and Best Western Plus.
At the moment, Best Western has nearly 400 properties in the brand’s global development pipeline, with areas of focus being Central and South America, Asia and the Middle East. The new offerings are expected to increase penetration in high-demand markets.