BW Firm Stance on Brand Compliance

MADRID - Brand identity compliance topped the list of subjects discussed at Best Western’s International Board meeting in Madrid as the chain took the next step in improving branding and consistency.

“Reinforcement of proper branding requirements at every one of our more than 4,000 hotels is critical if we are to continue our mission of global consistency and quality,” according to Tom Higgins, president and chief executive officer for Best Western International, Inc. “Branding is a tremendous marketing advantage and a commitment to our guests that they can expect a consistent experience at any of our hotels whether they stay with us in Paris, France or Paris, Texas. It’s for this reason that we must insist on nothing short of 100 percent brand identity compliance even at the risk of potentially losing some Best Western hotels throughout the system. Our customers and our complying members deserve nothing less,” says Higgins.
“The Best Western sign and logo are the most important assets we hold as THE WORLD’S LARGEST HOTEL CHAIN®,” adds Higgins. “Although the majority of our members and affiliates have made the commitment to proper branding requirements, we have some who have not. By July 15, those hotels that do not comply will have been put on notice and will be given a timeframe to take corrective steps.”

Best Western’s current brand identity standards have been in place for three years in Europe and since 1995 in North America and all other international locations.

The global brand identity initiative builds upon Best Western’s commitment to bring enhanced consistency and clarity to its diverse portfolio of hotels. The brand took major steps forward in January of 2002 with the implementation of BestRequests®, 16 (14 internationally) of the most frequently requested amenities and services guests ask for - now available in every Best Western hotel. “Our brand is an inherent promise and steps like these build customer confidence and member value,” adds Higgins. “These initiatives speak to our hotel operators’ commitment to delivering attention to detail in every facet of their operation and, ultimately, translate to improved guest satisfaction.”

Best Western is THE WORLD’S LARGEST HOTEL CHAIN? with more than 4,000 hotels in over 80 countries and territories. It is a membership association of independently owned and operated hotels that provides marketing, reservations and operational support to its members.