Best Western Offers Independent Properties a Unique Choice
Photo Credit: The Copamarina Beach Resort in Puerto Rico is the first North American property to be added to BW Premier Collection. Best Western Hotels & Resorts
Skift Take
On one hand, best Western doesn't scream four-star comfort. On the other, they're not making these hotels pay big time just for the added distribution. It seems like a win-win for hotels that are better than good enough.
Over the past few years, major hotel groups have extended their reach and consumer base by launching soft brands consisting of independent properties promoted under a separate flag.
It's a segment of the industry that is expected to continue seeing significant growth as companies look to enter new markets.
Among such soft brands, Best Western Hotels & Resorts' BW Premier Collection launched in 2014 to increase Best Western’s footprint domestically and internationally. The collection includes upscale and luxury hotels such as th
