Skift Take

We've reached peak boutique. The market has become so muddled with major brands attaching their name to independent properties that consumers are more likely to book based on individual property or brand than any connection between the two.

Best Western is playing a game of catch-up with its latest announcement of an urban boutique hotel concept and premier collection.

Best Western announced Vb, a new tech-centric hotel blueprint, during the brand’s 2014 North American Convention.

A list of all top hospitality trends was clearly consulted in the design of the new prototype. Designed to meet travelers’ present demand, the concept includes a large lobby that integrates the local culture, an abundance of USB ports and outlets, smart TVs in every room, and a zen zone for relaxation or yoga.

Because of how Best Western is run, it will be up to individual owners to ensure that each property lives up to the expectation of the Vb brand.

The brand also announced its first soft brand product, a collection of premiere hotels in select markets, which can be seen as a direct follow-up to other major hotel groups’ initiatives.

The BW Premier Collection with include properties with a 4+ TripAdvisor rating and a 3+ AAA rating. The hotels will not be part of the official Best Western membership, but will be listed on the Best Western website.

Hilton Hotels launched Curio, a collection of independent upscale hotels, in June and Marriott has a similar collection, called Autograph, with more than 60 properties.

“We recognize that travelers’ preferences are evolving and it’s our job to keep up. The launch of Vb and the BW Premier Collection represents a major move by our brand to meet the growing and shifting needs of our customers and travelers in general,” Best Western CEO David Kong said in a statement.

Below is a video of what the Vb concept will look like at completion:

March 29, 2023
Limited Early-Bird Tickets Remain

Tags: best western

Photo credit: A proposed image of the new Best Western Vb hotel brand. Best Western

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