Australian Hotels Jump on BW Brand

SYDNEY - Best Western is one of the most valued hospitality brands in the country, catering to both business and leisure travelers. However it is not just consumers who are recognizing the value of the Best Western brand. Property owners are also starting to appreciate and understand the value of Best Western. A corporation owned by hoteliers, Best Western Australia provides its properties with an extensive array of benefits such as branding, sales and marketing, support services and government and industry lobbying. In fact Best Western provides everything other hotel companies provide, except for managing the profit and loss. This toolbox of benefits can be used by property owners and managers to develop and grow their business, achieving a greater return on their investment.

Property numbers for the Best Western chain have continued to grow steadily in Australia with 24 new properties added since April 2002 and a further 11 new properties currently under negotiation. Currently, Best Western Australia offers 255 independently owned/operated hotels, motels, resorts and apartments across Australia and is part of Best Western - THE WORLD’S LARGEST HOTEL CHAIN® with over 4,000 properties in over 80 countries.

The Best Western Australia business development team is focusing on a list of strategic locations. This ‘hit list’ was devised with the input and feedback from Best Western Australia’s top corporate clients. Best Western needs to add 60 more properties in Australia this year to satisfy market demand and keep consumers staying within the chain.

Market research commissioned by the AEC Research Group indicates a strong market position:

* Best Western Australia average occupancy rates fell only 0.8 percent compared to a fall of 7.1 percent across the industry*, while Best Western Australia’s average room rate has grown by 19.98 -14 percent higher than the national average*.  * Best Western Australia is now the number one most recalled accommodation brand in Australia,* total brand awareness for Best Western in Australia has grown 34 percent in the last 12 months. * Best Western Australia has also been able to deliver even greater value to its properties with average turnover per room increasing 18.36 percent and the value of the Best Western brand growing 45 percent*
Recent awards also demonstrate the recognition and respect the Best Western brand commands across the globe from both consumers and the industry. Best Western was voted as the “Best Hotel Chain” by United Kingdom travel agents at the ,Travel Weekly awards in London and by Europe’s Recommend magazine readers’ choice awards. The Business Traveller Asia Pacific readers’ poll voted Best Western as the “second best mid-market brand in Asia Pacific”.


The addition of BestRequests? - frequently requested guest amenities and services, to the already stringent global Quality Assurance program, have raised the bar of quality for Best Western worldwide and consumers are starting to recognize and appreciate the benefits of one global standard of quality, especially in times when other accommodation providers are reducing the value adds they offer their guests.

Best Western Australia property owners benefit from the global brand power of the world’s largest hotel brand, global expertise and advice, worldwide toll-free reservations, bookings and referral systems, as well as centralized advertising, sales representation, promotions and marketing programs, public and media relations, collateral services (directory, website), research, purchasing, regional service manager program, quality assurance standards, training, customer support, networking opportunities with other property owners, technology and a dedicated IT help desk.

The members of Best Western enjoy the benefits of being part of a leading worldwide brand, yet still able to keep their independence and their property’s personality.

Participation in national marketing programs such as Qantas Frequent Flyer, Diners Club Rewards and Best Western’s own loyalty program, Gold Crown Club International ensure a strong market position in the domestic corporate market. State sales managers continue to strengthen and build relationships with large corporate organizations, while being the exclusive accommodation point partner in the Fly Buys program stimulates domestic leisure business.

Representation at domestic and international trade shows and Best Western’s International hotel pass program ensures growth from the inbound market and the introduction of a new global centralized commission payment system - BestCheque, is stimulating business to Best Western properties from travel agents.

Best Western Australia properties also rely on one another as important sources of business and the new property-to-property reservation system actually awards property owners a five percent commission when booking a guest into another Best Western property.

For more information on Best Western membership contact Business Development Managers: Tony Werner (Vic, Tas & SA) on 0408 207 593 or Jenny Simpfendorfer (NSW, ACT, Qld & NT/WA) on 0438 225 248. * AEC Research Sept 2002