Best Western’s familiar blue and yellow signage is planning to ditch its dated crown. This week, the company announced a modern refresh to its logo and name, in addition to a complete overhaul of more than 1,200 properties.
The hotel group, which turns 70-years-old next year, has not updated its signage since 1993. Under its new name, Best Western Hotels & Resorts, the brand is investing $2 billion to update all of its North American hotels by the end of 2016. Best Western Hotels & Resorts is also unveiling a new midscale brand called Glo.
“For more than two decades, Best Western has had a familiar, recognizable and visible logo,” said David Kong, president and chief executive officer of Best Western Hotels & Resorts. “But with our investments in this 69-year old brand during the last ten years, we need to make consumers aware of the exciting improvements.”
A contemporary design will also be reflected in its three-tier portfolio of Best Western, Best Western Plus and Best Western Premier properties. Last year, Best Western Hotels & Resorts added lifestyle brand Vib, an urban boutique concept geared towards the Millennial traveler.
Best Western Hotels & Resort’s seven brands, will also offer a hip boutique-style experience, but at a mid-scale price point. Average nightly rates will go for about $90. Each building will have a four-story, 70-room capacity. Designed with LED lights in its logo and lobby, guest rooms will also include stylish, contemporary elements.
“Developers are expressing interest in a boutique brand for secondary markets with a high density population,” said Kong. “With the demand to build a hotel product that is fresh, chic and contemporary, we see tremendous opportunity for Glo to change the development landscape in the midscale segment.”
All websites under Best Western Hotels & Resorts will debut redesigned interfaces on a brand new platform early next spring. Last week, the company launched a mobile-responsive website and booking application. The app offers hotel comparisons, improved searches, filters based on rates and amenities, a map-based feature for nearby attractions and a points-redeeming function.