Best Western brings new economy hotel concept to Asia

Best Western has announced details of its first ever SureStay Hotel Group project in Asia, following the launch of the budget hotel franchise concept late last year.

First unveiled in September 2016, SureStay Hotel Group is a new white label concept that is designed to allow economy and lower-midscale hotels to tap into Best Western’s global network, without compromising the company’s brand standards.

And now SureStay has secured its first location in Asia with the signing of SureStay Plus Sukhumvit Soi 2 – a new-build lower-midscale hotel being developed in central Bangkok. Construction work commenced late last year and the hotel is expected to open in December 2017.

“SureStay Hotel Group has created a real buzz in the industry since it was first launched in 2016,” said Olivier Berrivin, Best Western’s managing director of international operations for Asia. “Hotel owners will be able to benefit from Best Western’s extensive global distribution and support network, while guests will be reassured by the fact that all SureStay hotels are bound by a ‘SureStay Service Promise’ to ensure quality.

“I am confident that SureStay hotels will become the benchmark for high-quality, affordable accommodation across the region.” he added.

The new Bangkok hotel will feature 85 rooms and, as per SureStay Plus brand standards, all guests will be offered complimentary breakfast and in-room Wi-Fi. There will also be a “business corner” area.

Best Western will provide the hotel’s owners with a cloud-based property management system (PMS) and an online booking platform. They will also be offered advice on how to manage their online reviews and social media platforms, as well as sales coaching.

More than 30 SureStay properties have already been approved, mainly in North America, and by the end of 2017, the brand’s global portfolio is expected to have expanded to 100 hotels. According to Berrivin, the signing of the Bangkok property will lead to “a significant roll-out… in key business and leisure destinations across Asia in future”.