Best Western International announced the official launch of its Descriptor Program in North America, giving its member hotels the option to identify their properties as Best Western, Best Western Plus or Best Western Premier. Approved in April 2010, the program was implemented to help guests find the right Best Western hotel for each trip, to increase guest satisfaction, and to drive superior revenue to the brand's 2,200 North American hotels.
"We’ve built 65 years of goodwill with guests worldwide, and we are constantly evolving to better serve our customers. Descriptors enable better navigation of our large and diverse hotel portfolio, making it easier for business and leisure travelers to know which type of Best Western hotel to book," said David Kong, president and CEO of Best Western International. "This promises a more satisfying experience once they check in."
Best Western hotels are mid-scale properties that are rated two- or three-diamond from AAA/CAA and offer free high-speed Internet, often free breakfast and parking, free local calls less than 30 minutes, and a free-of-charge publicly-accessible computer with Internet access.
Best Western Plus hotels – approximately 800 expected in North America – are upper mid-scale hotels that offer a more premium experience, featuring contemporary furnishings in comfortable and spacious rooms and common areas. They offer all of the amenities of Best Western hotels, along with updated furnishings, high-quality bedding, upgraded bath amenities and select sundry items. Best Western Plus hotels are AAA/CAA three-diamond rated.
Best Western Premier hotels – currently open in Miami, Napa, Calif., suburban Dallas and Lancaster, Pa., with more than a dozen more expected later this year – are upscale hotels that offer real luxury at the right price. Each offers the amenities of BEST WESTERN and Best Western Plus hotels, along with deluxe bath amenities, premium linens and towels, and typically 42-inch LCD or plasma televisions. Best Western Premier hotels also offer enhanced guest services, such as on-site dining, a concierge and turn-down service.