Best Western drives business growth through quality

The company which provides sales, marketing and distribution support for its 278 members, intends to grow the brand to 300 properties by 2015.

Richard Lewis, Best Western's chief executive, said that while the 300 target had been in place before his arrival 18 months ago, he is now focusing the group on ensuring that only hotels which are best in their class join the group.

To this end, Lewis appointed Christine Jones to the role of brand director last year to drive forward the quality business.

"We will only become stronger as a brand by insisting on quality," Lewis told Caterer and Hotelkeeper. "That is the way we will encourage owners to become a part of Best Western."

Lewis went on to explain that 55 hotels had left Best Western over the past five years for failing to meet quality standards. "If we have a hotel on board that is damaging the business, then we are not going to be able to drive the business forward.

"One of the chief attractions of hotels joining us is the relatively low cost of doing so - just 9.56% of revenue."

The membership of Best Western is split between three sub-sector brands - 235 in Best Western (mid-scale), 36 in Best Western Plus (upper midscale) and seven in Best Western Premier (upscale).

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