Best Western launches first boutique brand

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Best Western has announced plans for the development of two major hotel offerings, including the arrival of V?b, the brand’s first boutique concept.

The hotel group made the announcement at the brand’s 2014 North American Convention in October, and will see V?b (pronounced Vibe) target ‘today’s connected traveller in urban markets’.

The focus for V?b, short for ‘Vibrant’, is convenience, technology and social engagement, and although plans were unveiled in America, it is expected to be rolled out in the UK in time.

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The boutique V?b concept will feature vibrant and modern design and have large interactive lobbies that incorporate the flavour of local markets. The hotels will also be home to grab-n-go stations serving premium food and coffee 24/7; gaming pods with stylish, comfortable seating and expanded 24/7 fitness centres.

The other development from the brand announced at the convention was the arrival of the BW Premier Collection. The new branding will consist of carefully selected high-quality hotels in primary markets, all of which will be required to maintain a TripAdvisor rating of four or above and an AAA/CAA rating of three Diamonds or above.

"We recognise that travellers’ preferences are evolving and it’s our job to keep up. The launch of V?b and the BW Premier Collection represents a major move by our brand to meet the growing and shifting needs of our customers and travellers in general," said David Kong, Best Western president and CEO. "These two initiatives will allow us to reach a new customer base and developer audiences, while still maintaining the unmatched value and customer care that everyone has come to expect from Best Western."

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