Best Western’s new lifestyle brand Vib (pronounced Vibe) is a bit of late-comer to the hip, lifestyle trend. But not because it was long in the making.
CEO David Kong told reporters Thursday that the board came up with the idea at a European retreat in June, then hired two Houston firms put to put the idea together in about 90 days, just in time for the company’s annual convention, the upcoming Lodging Conference in Phoenix and the International Hotel/Motel and Restaurant show next month in New York.
“The Vib concept actually was launched by the need to have a relevant product,” Kong said, noting the fast growth brands like Motel One and CitizenM in Europe.
There were no focus groups – just consultations with some member developers and some visits to properties like CitizenM, according to Kong, where board members pretended to be guests and asked things like how guests reacted to such small rooms.
Unlike CitizenM, however, Kong said, the goal of Vib is to be stylish, yet still comfortable for older travelers.
Kong estimated construction cost at about US$60,000 per key to build, and said the hotels will be cost-efficient to run.
“There is no free breakfast,” said Ron Pohl, senior vice president of brand management and member services. “We’re not giving anything away.”
Pohl added that he hopes to see the first ones move toward development by year’s end. The company has identified some 20 target markets, including primary urban markets like New York and Chicago, as well as cities like Seattle, Austin and Atlanta.
No deals have yet been signed, but company officials said they are already seeing interest.
Pohl said he expects most development to be new construction as the concept revolves around small rooms with a large communal lobby that includes gathering, eating, working and play areas. Few existing properties, executives said, have the lobby space to make it work.
“We are certainly open to conversion, but we have to make sure we stay true to the concept – vibrant open space that creates the customer experience even before they arrive to the hotel,” Pohl said.
Pohl said he envisions a partnership with a high-end coffee company as well as a “high-end breakfast experience that is a la carte along with all day food sales and a bar, all highly profitable areas when they are done right.”
Soft brand, too
Best Western also announced at its conference last week that it would open its online reservation to select independent hotels in primary markets under the soft brand, BW Premier Collection.
The idea, Kong said, is to offer independents in large cities, as well as casino hotels, an alternative to OTAs while giving travelers using Best Western’s web site more options in cities where its brands are underrepresented.
While the collection properties will be required to maintain a AAA three-Diamond rating or a minimum of four on TripAdvisor, Kong said the relationship will be strictly one that replicates an OTA, with the properties paying about 15% per booking made through the Best Western site.
There is no other member or contractual agreement, he said. “We only get paid for rooms we book,” Kong said.
Contributed by Jeri Clausing